Target Pulls Kids' Clown Costume, Apologizes
Target Pulls Kids' Clown Costume, Apologizes
The News
Target apologized on Monday and pulled a children's circus clown Halloween costume from sale after critics online said it evoked blackface and minstrel imagery.
The product was sold under Target's seasonal Hyde and EEK Boutique brand as the "Kids' Glows Under Blacklight Circus Clown Halloween Costume," according to CNN. Target's own since-deleted product page described it as a "Circus Glow Clown Halloween Costume," Snopes reported.
"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."
Timeline
The costume was listed for sale on Target.com under the retailer's Hyde and EEK Boutique Halloween line.
Images of the item spread across X, Facebook, Instagram, Threads, Bluesky and Reddit, with users saying the dark hood and large printed smile resembled historical minstrel and blackface caricatures. One X user posted an image of the Jim Crow minstrel character next to the photo of the child in the costume and pointed out similarities in their poses, Snopes reported.
Target took the product page down on Sunday, according to The Cut.
On Monday, Aug. 24, a Target spokesman sent Snopes a statement confirming the removal and apologizing. Target posted a public statement the same day. Snopes rated the claim that Target had listed and then removed the costume "True."
Reactions
Target said the item was "especially hurtful for our Black guests, team members and partners," and that removing it was "an important first step," adding that the company is "looking closely at how this happened and what needs to change to ensure this won't happen again."
Sheletta Brundidge, a Minneapolis-area business leader quoted by CNN, tied the misstep to Target's rollback of its diversity, equity and inclusion programs. "You rolled back diversity," she said, "so who's in the room, now, to say 'hey, this is wrong?'"
Social media users renewed calls to boycott the retailer, The Cut reported.
Brett Husslein, an analyst at Morningstar, told CNN the timing is bad for a company still rebuilding its reputation. "As Target begins to gain traction in repairing its brand reputation, this is exactly the kind of stuff they want to avoid," he said, warning that any headwind "could lead to further market share losses."
What's Next
Target says it is reviewing how the costume was approved for sale and what has to change to prevent a repeat. The company declined to tell CNN who designed the product or how it was green-lit.
Hyde and EEK products have been resold on Walmart, Amazon and Etsy, CNN reported, though Reuters did not see this item on those sites. A Walmart spokeswoman said she had no knowledge of the item being sold there; Amazon and Etsy did not immediately respond to requests for comment.
Snopes said it had asked Target when the costume was removed and had contacted the costume maker Target named, and was still awaiting replies.
More
The episode is the latest optics problem for a retailer that has spent two years trying to steady itself. Target drew criticism over its handling of its 2023 Pride Collection and again over changes to its DEI initiatives after President Donald Trump returned to the White House, CNN reported.
The company has posted back-to-back strong quarters and is seeing results from price cuts and refreshed merchandise under new CEO Michael Fiddelke, who has drawn praise from Wall Street. Target's shares were up 2.7% in afternoon trading Monday.
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