Target apologizes for ‘offensive’ Halloween costume after backlash

Target, the US retail corporation, said it pulled a controversial Halloween costume off its shelves after criticism across social media that it resembled a racist caricature.

The ad image for the costume, sold as the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume,” depicted a Black child in a bright orange and black top with solid black gloves and a mask with a wide, toothy smile. Both the child’s pose and the costume’s gloves and mask were likened to caricatures of Black people used in minstrel shows.

“As a company, we know we got this wrong, and we are deeply sorry,” Target said in its apology statement. “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. 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 costume controversy is just the latest in a series for the Minneapolis-based retailer.

Last year, activists called for a boycott of the company, after its decision to walk-back DEI initiatives. And last week, the American Federation of Teachers, a teachers’ union, called on Target’s CEO, Michael Fiddelke, to call for an end to Operation Metro Surge, Trump’s National Guard push in Minneapolis earlier this year.

Target’s stock price decreased from $137.40 on 24 January, the day the company cut its DEI programs, to $104.70 on 15 March. The company is starting to experience a financial comeback after the initial boycott, but could face other challenges.