Target has removed a children’s Halloween costume from its stores and website. This follows widespread criticism that the design evoked racist caricatures associated with Blackface and Jim Crow-era minstrel shows.
The retailer apologized Monday, acknowledging that the costume was offensive and should never have been included in its product assortment.
“As a company, we know we got this wrong, and we are deeply sorry,” Target said in a statement. “The costume is offensive and should never have been part of our assortment. It is no longer available for sale.”
The controversy comes at a particularly sensitive moment for Target. The company has faced criticism over its decision to scale back diversity, equity and inclusion initiatives. Meanwhile, it is attempting to rebuild its business and win back customers.
Target Removes Controversial Halloween Costume
The costume, marketed as the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume,”, featured an orange-and-black clown outfit with gloves, a top hat and a mask depicting a wide grin with large teeth.
Critics argued that the design resembled imagery associated with minstrel shows, a form of entertainment that historically used racist stereotypes and caricatures of Black people. These shows became deeply embedded in American popular culture.
The controversy was intensified by promotional imagery showing a Black child wearing the costume.
Target said it understood the impact the product could have on Black customers, employees and business partners.
“We know this is especially hurtful for our Black guests, team members and partners,” the company said. “Removing the costume is an important first step.”
The retailer also said it was reviewing how the costume was designed and approved. It aims to determine what changes are necessary to prevent similar incidents.
Critics Say the Controversy Goes Beyond a Product Mistake
Civil rights advocates have argued that the issue is not simply an unfortunate design error. Instead, they say it reflects deeper concerns about corporate decision-making.
The Rev. Jamal Bryant, a Georgia pastor who previously led a boycott of Target, criticized the retailer’s decision to sell the costume.
“A Jim Crow-era minstrel costume is not simply getting it wrong,” Bryant said. He argued that such imagery represents a profoundly harmful history of racism and questioned whether Target has sufficient diversity among the people involved in product and corporate decisions.
The controversy also comes after Target significantly changed its approach to diversity initiatives.
In January 2025, the Minneapolis-based retailer ended its three-year DEI program and discontinued several initiatives connected to external diversity organizations and the promotion of products from Black- and minority-owned businesses. Target instead introduced a broader “Belonging” strategy.
The company’s previous diversity initiatives had been expanded following the murder of George Floyd, which Target identified as a catalyst for its efforts.
Target’s DEI Rollback Has Fueled Continued Boycott Calls
Target has faced sustained criticism from activists since scaling back its DEI commitments.
Organizers in Minnesota and elsewhere have continued to call for boycotts. They have also urged the company to restore programs supporting Black communities and minority-owned businesses.
For boycott organizers, the Halloween costume controversy reinforces their argument that Target’s corporate changes have gone too far.
Nekima Levy Armstrong, one of the organizers of the national Target boycott, said the boycott was never intended to be temporary.
According to Armstrong, activists will continue their campaign until Target reverses its decision to reduce its diversity, equity and inclusion commitments.
Jaylani Hussein, another boycott organizer, described the costume controversy as predictable given what he sees as the company’s broader direction.
He also argued that consumers have already changed where they shop and spend their money.
Target Has Been Trying to Rebuild Its Business
The controversy arrives as Target has been showing signs of a significant financial recovery.
The retailer’s shares reached a 52-week high in August following a strong second quarter. Target’s stock has also risen sharply this year after a difficult period for the company.
Under new CEO Michael Fiddelke, who succeeded Brian Cornell, Target has focused on improving its stores, increasing staffing and becoming more competitive on prices.
The company announced plans to invest approximately $2 billion in 2026, including additional operating investments. In addition, it will open more than 30 new stores and continue a longer-term expansion plan.
Target is also planning more than 130 full-store remodels as part of its effort to improve the customer experience.
Retail analyst Bruce Winder said product-related mistakes can happen even at major retailers, but argued that Target’s rapid response was important.
He noted that the company quickly acknowledged the mistake, apologized and removed the product from its assortment.
Boycott Organizers Say the Campaign Will Continue
Despite Target’s recent financial recovery, boycott organizers say the controversy will not change their position.
Armstrong said activists remain focused on Target’s broader corporate policies. They are concerned about what they describe as a retreat from commitments to diversity and inclusion.
She also criticized the company’s outreach efforts involving prominent Black figures. Armstrong argued that such initiatives do not address the underlying concerns raised by activists.
For boycott organizers, the Halloween costume has become another example of why they believe Target should reconsider its approach.
The controversy now leaves Target facing two challenges at once. It must rebuild consumer confidence while responding to renewed criticism over its corporate diversity policies and the controls surrounding its merchandise.
Target shares closed at $163.47 on Aug. 25, down 3.78% from the previous trading session.
