school's answer to bullying

When 9-year old Grayson Bruce was being bullied because of his "My Little Pony" backpack, his mother complained to the school.  Their response?  Don't bring the backpack to school.  WHAT??  Are they serious?  Shouldn't they be dealing with the bullies instead of telling this poor kid that if he doesn't want to be bullied, don't bring the backpack?  That's like telling a woman not to wear revealing clothes if she doesn't want to be assaulted.  That's the most ridiculous logic I've ever heard.  bullying because of a backpack