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Offence is clearly about intent. Obviously collecting badges from jars of marmalade is not racist, however the very conception of Golliwogs was.
People just can't handle the change or perception of others, it leads us to question ourselves, which we do not like, and results in us blaming someone/thing else. Enid Blyton was racist(by our descriptors), but then so where most of her society around her. The gollywogs were the villians and these semiotics can't be denied...and so we change things a bit, by replacing them with Goblins...BIG DEAL. Yes the toys are quite charming, I'd buy one for my child, but twin that with stories of them coming out of the forest to nick stuff and make the association with the fact they are based on racially derogatory icons then you have something more sinister.
I swear all the time, but why do I not swear here or around people that do not know me? Because some people find it offensive, which is quite clearly more absurd than taking offense in an object that transcends the abtract of language. Speak to people that get/got called gollywogs at school then preach about the word or object being inoffensive. Context is obviously everything, but the point is we have got sufficient context to know this isn't inoffensive, in the same way I don't swear all day long.
Dogooders, what a terrible group of people. Agreed with the best of intentions these people sometimes do more harm than good, but at least the right intent is there.