Target said it has apologized and removed a children’s Halloween outfit after critics said the product evoked racist caricatures associated with blackface and minstrel shows.
The item was marketed as the Kids’ Glows Under Blacklight Circus Clown Halloween Costume and showed a Black child in bright orange and black clothing with solid black gloves and a mask featuring a wide, toothy smile.
Target issued a statement saying, "As a company, we got this wrong, and we are deeply sorry. The costume is offensive and should never have been part of our assortment. It is no longer available for sale. We know this is especially hurtful for our Black guests, team members and partners."
The company said removing the costume was an important first step and that it would review how the product reached stores and what needs to change to prevent a repeat. Target did not provide details on who designed the item or how it was approved for sale under its seasonal Hyde and EEK Boutique brand.
Impact And Reactions
The costume circulated on social media over the weekend and prompted calls for boycotts. Several users urged shoppers to stop visiting Target, while one commenter wrote that people should "put this costume on" if they still shop there.
Some Black shoppers said the incident deepened wounds from past decisions. Sheletta Brundidge, a Minneapolis-area business leader, said, "You rolled back diversity, so who's in the room, now, to say 'hey, this is wrong?'"
Analysts warned the mistake could damage Target’s brand as it tries to recover sales. Brett Husslein of Morningstar said this error is the kind of issue Target wants to avoid while repairing its reputation and that managerial or reputational pressure could lead to market share losses.
The controversy arrives as Target reports back-to-back strong quarters under new chief executive Michael Fiddelke, whose turnaround plan includes store remodels and other investments. Target previously faced criticism for changes to diversity, equity and inclusion initiatives and for reductions to its 2023 Pride Collection.
Target said the costume was sold nationwide and taken down after complaints. Reuters reporting noted that Walmart told the agency it had no record of selling the item, while Amazon and Etsy did not immediately respond to requests for comment.
