Target has been forced to apologize after customers criticized the chain for selling a racist children’s Halloween costume.
The ‘Circus Clown Halloween Costume’, retailing for $25, was advertised using an image of a black child wearing it.
Customers criticized the costume’s glaring resemblance to racist caricatures of black people – minstrel clowns in particular.
An image shared online showed the costume’s similarities to an illustration of the minstrel character Jim Crow.
Minstrel shows were performances which started in 1830s New York.
They were performed by white people who would rub black shoe polish or burnt cork over their faces to make themselves resemble a distorted caricature of an enslaved African person.
Thousands of social media users criticized Target, with one writing: ‘This is exactly why you need a diverse team in the room!’
‘How many approval processes did this go through prior to releasing it?’ another asked.
The ‘Circus Clown Halloween Costume’, retailing for $25, was advertised using an image of a black child wearing it
An image shared online showed the costume’s similarities to an illustration of the minstrel character Jim Crow
Thousands of social media users slammed Target, with one writing: ‘This is exactly why you need a diverse team in the room!’
After the intense backlash, Target issued a statement on Monday apologizing for the costume.
‘As a company, we know we got this wrong, and we are deeply sorry,’ the statement read.
‘It is no longer available for sale. We know this is especially hurtful for our black guests, team members and partners.
‘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.’
The company’s apology and statement failed to stem the criticism.
‘Words I didn’t see in this apology: investigation, accountability disciplinary action,’ one commenter wrote.
Another said: ‘This is what happens when DEI is not honored because somebody should have been looking at that.’
‘Why do I feel like whoever typed this rolled their eyes before they started?’ another asked.
The latest controversy comes after the chain has suffered a stretch of poor sales.
After intense backlash, Target issued a statement on Monday apologizing for the costume
The company’s apology and statement failed to stem the criticism
Join the discussion
Should companies be held accountable when diversity oversights lead to offensive products?
The company has previously faced criticism for its decision to roll back on DEI initiatives.
Sheletta Brundidge, a Minneapolis business leader, told Reuters she believed the sale of the offensive Halloween costume was an indirect result of the DEI measures.
‘You rolled back diversity,’ she said, ‘so who’s in the room, now, to say ‘hey, this is wrong?’
