Target pulls controversial clown costume after social media backlash
Target removed a Halloween clown costume that critics said resembled blackface, apologized for the product and said it would review its approval process.
Target announced on Monday that it had discontinued a children’s Halloween costume featuring a circus clown after the item drew criticism on social media for resembling racist caricatures associated with blackface and minstrel shows. The costume, marketed as the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume” under Target’s seasonal Hyde and EEK Boutique brand, was described by the retailer as offensive and no longer available for sale.
"As a company, we know we got this wrong, and we are deeply sorry," Target said in a statement. "The costume is offensive and should never have been part of our assortment. It is no longer available for sale."
The retailer said it would examine how the product was approved and what changes are needed to prevent similar issues. The statement also acknowledged that the costume was "especially hurtful for our Black guests, team members and partners."
The incident comes as Target faces scrutiny over its diversity, equity and inclusion policies and previous product controversies. Analysts noted that while the retailer has posted strong quarterly results, missteps in product selection could affect its brand reputation and market share. Target’s shares rose 2.7% in afternoon trading.