US retailer Target has apologised and removed a children's fancy-dress costume from its stores after facing criticism that it was racist and offensive. The costume, marketed as 'Kids' Glows under Blacklight Circus Clown', was pulled after social media users drew comparisons to imagery of Black people during America's Jim Crow era and minstrel shows, as well as expressing concerns about blackface.
Costume design and backlash
The outfit consisted of an orange and black top and trousers with a ruffle neck, and included black gloves, a mini top hat, and a mesh face covering with an exaggerated smile sewn on. A young boy modelling the outfit was pictured standing on one leg, as if walking, and waving at the camera.
Criticism quickly spread online, with many shoppers questioning how the costume had been approved for sale in the first place. In the comments of Target's social media post announcing the removal, one user, Viv.Gomez, asked on Instagram: 'How'd it get cleared to be sold in the first place?' Another commenter, MarMashall, said: 'It's almost like having more POC in decision making roles could have helped yall see how problematic that was. Wild.'
Target's apology and response
Target has since issued an apology, admitting the costume 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.'
The statement continued: '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.'
Context of recent DEI rollback
The incident comes after Target rolled back Diversity, Equity, and Inclusion (DEI) initiatives last year – such as promoting Black-owned businesses – which sparked campaign groups to boycott the store. According to The Guardian, the company's stock price decreased from $137.40 on the day it 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 retailer. Target also faced criticism for reducing LGBTQ+ themed releases during Pride Month in 2024. The company has not yet announced further steps beyond the costume removal, but has said it is reviewing its internal processes to prevent similar incidents.
