US retailer Target has apologised and removed a children's fancy-dress costume from its stores after it faced criticism that the item was racist and offensive.
The costume, marketed as 'Kids' Glows under Blacklight Circus Clown', featured an orange and black top and trousers with a ruffle neck. It also included black gloves, a mini top hat and a mesh face covering with an exaggerated smile sewn on. The young boy modelling the outfit posed standing on one leg, as if walking, and waved at the camera.
Backlash and comparisons to Jim Crow era
Comparisons were quickly drawn to imagery of Black people during America's Jim Crow era and minstrel shows, as well as concerns about blackface.
Target has since removed the costume and issued an apology, admitting it was 'offensive' and 'should never have been part of our assortment'.
Company apology and social media reaction
On social media, the company wrote: 'It is no longer for sale. As a company, we got this wrong, and we are deeply sorry.'
'We know this is especially hurtful for our Black guests, team members and partners. Removing the costume is an important first step, and we are looking closely at how this happened and what needs to change to ensure this won't happen again.'
In the comments of Target's post, shoppers were still incredibly disappointed that the costume had been approved in the first place. Viv.Gomez asked on Instagram: 'How'd it get cleared to be sold in the first place?' MarMashall said: 'It's almost like having more POC in decision making roles could have helped yall see how problematic that was. Wild.'
Context of recent DEI rollback
Last year, the company rolled back Diversity, Equity, and Inclusion (DEI) initiatives – such as promoting Black-owned businesses – which sparked campaign groups to boycott the store.
According to The Guardian, the stock price decreased from $137.40 on the day the company cut its DEI plans in January to $104.70 on March 15. Around the same time, CEO Brian Cornell stepped down after 11 years with the supermarket. The retailer also came under criticism for reducing the LGBTQ+ themed releases during Pride Month in 2024.
