Target has apologised and removed a children’s Halloween costume from sale after critics said the clown design evoked Blackface and racist minstrel shows.
The US retailer faced backlash on social media over the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume”, with some consumers saying the design resembled a racist caricature.
“As a company, we know we got this wrong, and we are deeply sorry,” Target said in a statement on Monday.
“The costume is offensive and should never have been part of our assortment. It is no longer available for sale.”
Target said it was “looking closely at how this happened and what needs to change,” while acknowledging the costume was “especially hurtful for our Black guests, team members and partners.”
The controversy comes as Target works to rebuild its reputation following criticism over changes to its diversity, equity and inclusion initiatives.
Minneapolis business leader Sheletta Brundidge linked the controversy to those changes, telling Reuters: “You rolled back diversity, so who’s in the room, now, to say ‘hey, this is wrong?’”
Morningstar analyst Brett Husslein said the controversy comes at a sensitive time for the retailer.
“As Target begins to gain traction in repairing its brand reputation, this is exactly the kind of stuff they want to avoid,” he said to Reuters.
