I had something similar happen to me once. A little boy, about 4 years, kept calling me fat in a store. (I am fat, but it's still rude.) It did bother me then and it doesn't now. The mother attempted to correct him but he refused and kept right on doing it. She apologized.
I told her: you might feel bad now, but in ten years you will be mortified. If he's not listening now, he won't listen then, will probably be a disruption in school, and in trouble with the law, and your apologies won't go very far then.
I hope I made an impression on her.
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