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I don't think that people see them as play toys at all. They see the cuties, their kids beg for them, they know nothing about how to care for them, they think of how easy pups and kittens are, they see the price (which is almost always under $3 a chick) and say "yes". It's an impulse buy out of ignorance. I like tnchickennut as an employee asking if they were adding to their flock then telling them what the chicks needs are. It would be good of all places that sell chicks to have a note up by them that says "new to chicks ask me how I can help you" and a handout with the basics.
This is the big problem with people not being educated in how to take care of animals: yes chicks are cute, as are pups and kittens but they all grow up. they ned to be fed, watered, sheltered, visits to the vets, pups and kittens need to be spayed and neutered, vaccinated, etc. etc. This is why so many animals end up in shelters and being euthanized because there are just too many! people spend more time and energy picking out a refrigerator to bring into their lives/homes than they do living/breathing creatures. kudos to all who take the time to help educate people when it comes to animals.