Target apologized for a Halloween circus clown costume that critics said appeared to conjure Blackface and 19th-century minstrel shows.
The costume, sold as the "Kids' Glows Under Blacklight Circus Clown Halloween Costume," prompted a social media backlash.
"As a company, we know we got this wrong, and we are deeply sorry. The costume is offensive and should never have been part of our assortment," Target said in a statement.
People walk by a Target store in midtown Manhattan in New York City, March 21, 2025.
Target said it has pulled the costume that was sold as part of its seasonal Hyde and EEK Boutique brand.
It was the latest in a series of reputational blows that have undercut sales — from its handling of its Pride Collection in 2023 to its diversity, equity and inclusion policies after President Donald Trump returned to the White House.
Target joined a broad corporate retreat after Trump issued a series of executive orders aimed at eliminating "illegal DEI," backtracking on efforts to boost representation of Black employees and support Black-owned suppliers, saying it needed to stay in step with "the evolving external landscape."
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The policy U-turn was widely viewed as a betrayal by Black Americans who had embraced the retail giant and fueled its fortunes.
Some shoppers expressed new disappointment in the Minneapolis-based retailer they once affectionately called "Tarzhay." "So, Target, you really don't have anyone left in Minneapolis to say, 'Hey, that's racist?' Y'all cut DEI and now you've got a minstrel clown costume for kids on your website," one user said on Threads.
Target, which has seen two consecutive quarters of growth under new CEO Michael Fiddelke, pledged to do better.
"We know this is especially hurtful for our Black guests, team members and partners," the company said in the statement. "Removing the costume is an important first step, and the company is looking closely at how this happened and what needs to change to ensure this won’t happen again."
Target has little room for error, Brett Husslein, an analyst at Morningstar, told Reuters. "As Target begins to gain traction in repairing its brand reputation, this is exactly the kind of stuff they want to avoid," he said.
