That's not how you wear the hat!

We walked by Tschibo, a chain coffe bar/store with an odd assortment of goods and saw this display window:

I found it extremely disconcerting. Was it supposed to be some sort of mask? How the heck is the kid supposed to breathe or see with no eye/mouth holes? I was imagining someone putting the hat on their kid like it was on the mannequin and sending him into traffic in a horror-movie.

Then I realized that: a) I'm dumb; and b) whomever had set up the display probably messed up the placement as the thing is meant to be a hat and not a mask. In the advert, Mama in the top right is wearing it as a hat. That's significantly less creepy.