Target Apologised and Pulled a $25 Kids' Costume Over Racism Claims as Boycott Calls Continue

Target has apologised and withdrawn a $25 (£18) children's Halloween costume after critics said its design resembled racist imagery associated with blackface and minstrel performances.

The 'Kids' Glows Under Blacklight Circus Clown Halloween Costume' showed a Black child wearing an orange-and-black outfit, black gloves and a mask with an exaggerated toothy grin. Images of the product quickly sparked outrage online.

Target admitted that the costume should never have reached customers. However, its removal has not ended criticism of the retailer, with boycott organisers linking the controversy to its previous rollback of diversity, equity and inclusion programmes.

Why Critics Condemned the $25 Costume

The costume formed part of Target's seasonal Hyde and EEK Boutique range. Its listing described a clown bodysuit that glowed under blacklight and included a hooded mask, miniature top hat and gloves.

Critics argued that the mask's wide smile, the dark gloves and the way the Black child was posed in promotional photographs resembled caricatures used during Jim Crow-era minstrel shows.

Those performances frequently featured white entertainers wearing blackface and portraying Black people through degrading stereotypes. The imagery became closely connected to racial discrimination and segregation in the United States.

Target removed the costume from its stores and website following the backlash. The retailer had not publicly identified the designer or explained how the product passed its approval process.

Target Says It Is 'Deeply Sorry'

In an official statement, Target said it had 'got this wrong' and was 'deeply sorry'.

The company acknowledged that the incident was particularly hurtful to its Black customers, employees and business partners.

Target called the removal an important first step and said it was investigating how the costume entered its range. It also promised to determine what internal changes were needed to prevent a similar product from being sold again.

The apology did not satisfy everyone. Critics questioned how several stages of product design, selection, photography and marketing failed to identify the potential racial implications.

Boycott Organisers Refuse to Back Down

The controversy has revived scrutiny of Target's decision to scale back several DEI initiatives in January 2025.

The retailer ended a three-year programme and withdrew from external diversity reporting. It also discontinued an initiative intended to increase the number of products supplied by Black and minority-owned businesses.

Civil rights activists subsequently launched boycotts and urged shoppers to spend their money elsewhere.

Organiser Nekima Levy Armstrong told the Associated Press that the boycott had never ended and would continue unless Target reversed its DEI rollback.

The Rev Jamal Bryant, who previously led a 40-day 'Target Fast', said the costume controversy raised deeper questions about diversity among the company's decision-makers.

Controversy Threatens Target's Recovery

The backlash comes as Target attempts to rebuild its sales and reputation under chief executive Michael Fiddelke.

Its shares had climbed approximately 63 per cent during 2026 before the latest controversy, reaching a 52-week high on 21 August. The stock closed at $163.47 (£119.93) on 25 August, down 3.78 per cent from the previous session.

Target has also announced major investments in staffing, lower prices, store renovations and new locations as part of its turnaround plan.

The retailer acted quickly by removing the costume and accepting responsibility. Yet boycott organisers argue that an apology will mean little unless Target makes broader changes to its leadership, product reviews and diversity commitments.