U.S. retailer Target removed a children’s Halloween costume from its stores and digital platforms after receiving strong criticism from consumers who claimed that its design resembled blackface and old racist representations.

The product was marketed as “Kids’ Glows Under Blacklight Circus Clown Halloween Costume” under Hyde and EEK Boutique, the company’s seasonal brand.

Target Admits It Made a Mistake

After the controversy, Target acknowledged that the costume should never have made it to its stores.

“As a company, we are aware that we made a mistake and we deeply regret it,” the company stated.

Target described the product as offensive, confirmed that it had stopped selling it, and assured that it is investigating how it managed to pass the company’s internal approval processes.

The company did not publicly identify the designer of the costume.

Why Did Target’s Costume Spark Controversy?

The criticism focused on design elements that some consumers associated with blackface, a practice historically used in the United States to caricature Black people in a racist manner.

The company itself acknowledged that the incident was “especially hurtful” for its Black customers, employees, and partners.

The criticism quickly spread on social media and again put Target’s internal policies under scrutiny.

The Controversy Comes After Changes in Diversity Policies

The incident occurs after Target modified some of its diversity, equity, and inclusion initiatives.

The company had also faced controversies related to its 2023 Pride Collection.

Sheletta Brundidge, a Minneapolis entrepreneur, questioned whether the company’s internal changes could have influenced the fact that a product with these characteristics reached consumers.

Target Tries to Recover Sales

The controversy comes at a delicate time for the chain, which is trying to strengthen its sales and compete with giants like Walmart and Costco.

Target has bet on reducing prices and renewing part of its merchandise to recover buyers.

Morningstar analyst Brett Husslein warned that this type of controversy arises precisely when the company is trying to recover the strength of its brand.

For now, Target has completely removed the costume and assured that it will review its processes to determine how it was approved and prevent a similar situation from happening again.

You May Be Interested: Eight Dead in Alaska Plane Crash Involving Aircraft Contracted for Mission