US chain Target has apologized and removed a fancy dress costume from its stores after criticism that it was racist and offensive.
The costume was marketed as ‘Kids’ Glows under Blacklight Circus Clown’, with 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, which had an exaggerated smile sewn on.
The young boy modelling the outfit posed standing on one leg, as if walking, and waved at the camera.
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’.
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.
On X, Machin3_Elf wrote: ‘Genuinely nothing could’ve prepared me for how racist that was. I thought it would be some kind of unfortunate resemblance to a hate symbol or something but NO that is very direct.’
Viv.Gomez asked in reply to the company’s post 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.’
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.
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