Target Corp. on Monday apologized and removed a children’s Halloween costume from sale after widespread criticism on social media alleged the design evoked racist stereotypes tied to minstrel shows and Blackface.
The retailer stated the 'Kids' Glows Under Blacklight Circus Clown Halloween Costume' under its Hyde and EEK Boutique brand was offensive and should never have been offered. The item is no longer available for purchase, Target said in a statement. The company acknowledged the costume was 'especially hurtful for our Black guests, team members and partners.' Target added it is reviewing internal processes to prevent similar incidents.
The backlash follows Target’s 2023 controversy over its Pride Collection and coincides with recent reductions in diversity, equity and inclusion initiatives under CEO Michael Fiddelke’s cost-focused strategy. Minneapolis-area business leader Sheletta Brundidge questioned whether the oversight reflected gaps in internal review processes, stating, 'You rolled back diversity, so who's in the room, now, to say 'hey, this is wrong?''
Morningstar analyst Brett Husslein noted the incident could undermine Target’s efforts to rebuild brand reputation, stating, 'As Target begins to gain traction in repairing its brand reputation, this is exactly the kind of stuff they want to avoid.' He added that any reputational headwind 'could lead to further market share losses.'
Target’s shares rose 2.7% in afternoon trading amid broader gains. The retailer has reported back-to-back strong quarters under Fiddelke’s leadership, driven by price cuts and refreshed merchandise, though it continues to trail Walmart and Costco on pricing power.
