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Target facing backlash over children's clown costume
The costume, marketed as the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume,” featured an orange-and-black outfit, black gloves and a mask with an exaggerated, wide smile and small top hat. A promotional image showed a Black child wearing the costume, which further fueled criticism online.
Target Pulls the Costume
Following growing criticism on social media, Target removed the costume from its website and stopped selling it.
The retailer issued an apology on August 24, acknowledging that the costume should never have been included in its product assortment.
“As a company, we know we got this wrong, and we are deeply sorry.”
Target also said the costume was offensive and that the incident was particularly hurtful to its Black customers, employees and partners.
Critics Point to Historical Imagery
Critics said the costume's exaggerated facial features, dark gloves and the pose used in its promotional image evoked Jim Crow-era minstrel imagery, which historically used racist caricatures to mock and demean Black Americans.
The controversy has prompted renewed discussion about how products are reviewed and approved before reaching store shelves, particularly when imagery may carry a history of racial stereotypes.
Target Says It Is Reviewing Its Process
Target said removing the costume was only a first step and that the company is examining how the product was approved and what changes are needed to prevent a similar situation from happening again.
The controversy comes as Target continues to face scrutiny over its decision to scale back some of its diversity, equity and inclusion initiatives. Critics have connected the latest incident to those broader corporate changes, although Target has not said the costume's approval was related to its DEI policies.
The retailer has not disclosed who approved the costume or provided additional details about the internal review.
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