Target has apologized and pulled a children’s Halloween costume that it acknowledged was “offensive” after facing backlash on social media.
The costume, marketed as the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume,” was advertised with an image of a Black child wearing a bright orange and black top, solid black gloves and a mask featuring a wide, toothy smile.
Online, critics argued it resembled racist caricatures historically associated with blackface and minstrel performances.
“As a company, we know we got this wrong, and we are deeply sorry,” Target shared in a statement released Monday.
“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,” it continued.
“Removing the costume is an important first step, and the company is looking closely at how this happened and what needs to change to ensure this won’t happen again.”
The popular retailer is facing intense backlash on social media, with many users calling for a boycott over the controversy.
“If you still shop at Target you need to go on head and put this costume on,” wrote one person.
“What dimension are we in that this got to the market,” added another.
“Even the pose they put the kid in is crazy,” wrote a third.
“Y’all keep needing reasons to stop shopping at Target,” wrote another.
The incident marks the latest public relations headache for the American retailer as it works to recover from a prolonged period of sluggish sales.
The company previously faced intense criticism over its handling of merchandise within its 2023 Pride Collection, as well as for making alterations to its diversity, equity and inclusion initiatives following President Donald Trump's return to the White House.
Target declined to provide details regarding who designed the product — which was distributed under its seasonal Hyde and EEK Boutique brand — or explain the internal review process by which it was approved for sale.
Some Black shoppers, who felt alienated after Target’s 2025 DEI rollbacks, expressed fresh disappointment on Monday. Sheletta Brundidge, a Minneapolis-area business leader, views the costume as an indirect result of the DEI decision. “You rolled back diversity,” she told Reuters, “so who's in the room, now, to say ‘hey, this is wrong?’”
Target, which has had back-to-back strong quarters, is beginning to see results from efforts to cut prices and freshen its merchandise, with new CEO Michael Fiddelke so far earning plaudits from Wall Street.
However, analysts emphasize that the retailer — which is unable to compete directly on price against rivals like Walmart and Costco — has virtually no leeway for operational or brand errors.
Brett Husslein, an analyst at Morningstar, told Reuters: "As Target begins to gain traction in repairing its brand reputation, this is exactly the kind of stuff they want to avoid," adding that any managerial, reputational or macroeconomic pressure "could lead to further market share losses."
Additional reporting by Reuters
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