A woman who stocks black golliwog dolls in a tourist shop on Waiheke Island, is being urged to consider how offensive they can be.

Massey University sociologist Paul Spoonley said he is surprised golliwogs are on the market, given the image and even the name of them has an offensive history.

He said anyone selling the dolls has probably not been on the receiving end of racism or discrimination.

''I don't think she is any position to judge whether something is offensive to others or not.''

''It might not be offensive to her, but then she isn't the target.''

Mr Spoonley said it's disappointing people in New Zealand still can't see why black golliwog dolls are distasteful.

He added knowing that both the image and the name deeply hurts people, but continuing to sell the dolls, is disturbing.

''It is deeply offensive. If you can't see how offensive it, then I'm not sure what I can say to convey to you that it comes from a particular history, and it is very offensive and ultimately racist.''

The executive director of the Federation of Multicultural Councils, Tayo Agunlejika, said it's not the physical dolls, it's what they represent, that is hurtful to many.

''I think people need to understand that this is the same as the Nazi sign and the Confederate flag in America.''

However, the owner of the gift shop is standing by her decision to stock the dolls, and insists the toys don't have racist roots.

Escapade Boutique stocks the $46 dolls, but owner Kat told Fairfax they were based on chimney sweeps, not black people.

"They're known all over the world. The only people you have to be very quick to explain them to is black Americans," she said.

"You just see the look on their faces and I get in quick and tell them they're not what you think."