Usually if it's minor I let it go, but if it's intentional and repetitive or especially violent I say something. I usually do same thing, get down and make direct eye contact and say firmly in my best 'mummy' voice something like "you need to be gentle" or "we don't push little babies" etc. Seems to work OK. Giving them the eye seems to do the trick, especially if they are 4, 5 etc. They know they're doing the wrong thing and you've busted them.
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