Target Halloween costume controversy explained: Why is US retail company facing backlash? Inside ‘racism’ allegations

US retail corporation Target said that it has pulled a controversial Halloween costume off its shelves after social media users criticized it and claimed it resembled a racist caricature. The ad image for the costume, sold as the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume,” showed a Black child in a bright orange and black top with solid black gloves and a mask with a wide, toothy smile. The child’s pose and the costume’s gloves and mask were compared to caricatures of Black people used in minstrel shows.

Target faced intense backlash on social media.

One X user wrote, “what the fu** is Target selling as a “halloween costume”????? im beyond disgusted”.

“Damn Target! Y’all just won’t let up huh. What is this racist a** costume???” wrote another.

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One wrote, “#Target knew exactly what they were doing. They knew this costume on this Black child looked like racist minstrel imagery. And that’s why we called them on their BS. And now the costume is gone. THIS is why we boycotted them.”

“An apology from us: We pulled an offensive Halloween costume that should never have been part of our assortment. It is no longer for sale. As a company, we got this wrong, and we are deeply sorry. 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,” it wrote.

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This controversy was only the latest in a series of controversies for the Minneapolis-based retailer. Activists called for a boycott of Target last year after its decision to walk-back DEI initiatives. Just last week, the American Federation of Teachers, a teachers’ union, urged Target’s CEO, Michael Fiddelke, to call for an end to Operation Metro Surge, President Donald Trump’s National Guard push in Minneapolis earlier this year.

Target’s stock price fell from $137.40 on January 24, the day the company cut its DEI programs, to $104.70 on March 15. The company is now beginning to experience a financial comeback after the initial boycott.

Sumanti Sen covers everything that’s happening in the US, from politics to entertainment, but her expertise lies in covering crime news. She has comprehensively chronicled the Idaho student murders, the Laken Riley and Iryna Zarutska cases, and the killing of Charlie Kirk, among other incidents. Over the years, she has interviewed several victims/families of victims of crimes seeking justice. She digs up stories that might otherwise remain unheard, and does her bit to ensure that victims and survivors’ voices are heard. Sumanti’s many years of experience also include interviews with Hamas attack survivors and mental health experts, among others. Her coverage of the October 7 Hamas attack on Israel and interviews with survivors of the tragedy, coupled with her other works including the Titan submersible coverage, earned her the Digi Journo of the Quarter award during her first year at Hindustan Times. Sumanti actively tracks missing person cases in the United States, and peruses Reddit and other social media platforms to bring to light cases that frequently elude public attention. She has extensively covered the disappearances of Nancy Guthrie, Thomas Medlin, Beau Mann, and Sudiksha Konanki, among others. When not at work, you will either find her with her novels, or with her beloved rescue pooches.Read