'We Know We Got This Wrong': Target Apologises and Pulls 'Offensive' Halloween Costume After Racist Backlash

American retail giant Target has apologised and pulled a children's Halloween costume from sale after its design sparked backlash online over alleged similarities to racist blackface and minstrel imagery.

The retailer removed the 'Kids' Glows Under Blacklight Circus Clown Halloween Costume' on Monday, 24 August, after promotional images drew criticism. Target acknowledged that the outfit was offensive, saying it 'should never have been part of our assortment' and that it was reviewing how the product reached the shelves.

The 'Offensive' Halloween Costume

The costume was sold under Target's seasonal Hyde and EEK Boutique brand and reportedly cost $25 (£18.34). It featured a bright orange-and-black clown outfit, solid black gloves and a mask with a broad, exaggerated smile.

Promotional material showing a young Black child wearing the costume prompted critics on social media to highlight similarities they believed it shared with historical racist caricatures and minstrel-show imagery.

Minneapolis-area business leader Sheletta Brundidge said she initially thought the image was a joke or AI-generated when she saw it on Saturday. She later shared screenshots before the product was listed as unavailable.

'This is wrong and this is racist,' Brundidge said, arguing that the costume's appearance, including its smile and mannerisms, echoed blackface imagery.

The backlash prompted Target to remove the costume from sale. The retailer has not publicly identified who designed the outfit.

Target Issues an Apology

In a statement issued on Monday, Target acknowledged the backlash and apologised for the product.

'As a company, we got this wrong, and we are deeply sorry,' the retailer said. 'The costume is offensive and should never have been part of our assortment. It is no longer for sale.'

The company added that the incident was 'especially hurtful' for its Black guests, team members and partners.

Target described removing the costume as an 'important first step' and said it was examining how the product reached its assortment and what needed to change to prevent a similar incident.

Target Faces Questions Over Approval Process

The controversy has also raised questions about how the Halloween costume was designed and approved.

Reuters reported that Target declined to comment on who created the product or how it passed the retailer's approval process. The company has instead said it is reviewing what happened.

The incident has also renewed scrutiny of Target's relationship with Black customers following its rollback of diversity, equity and inclusion initiatives in 2025.

Brundidge, who has previously criticised Target's DEI changes, questioned whether the company still had sufficient diversity in its decision-making process to identify potentially offensive imagery.

'You rolled back diversity,' she said, 'so who's in the room, now, to say "hey, this is wrong?"'

Backlash Adds to Target's Reputational Challenges

The Halloween costume controversy comes as Target works to rebuild its brand following several high-profile disputes.

The retailer faced widespread criticism over its 2023 Pride Collection before announcing changes to its DEI initiatives in 2025, prompting calls for boycotts from some customers and activists.

Because of this, Target has since posted two consecutive quarters of strong comparable sales as new chief executive Michael Fiddelke focuses on lowering prices and refreshing merchandise.

Morningstar analyst Brett Husslein said the latest controversy was the type of reputational issue Target would want to avoid as it seeks to regain momentum. Target shares rose 2.7% in afternoon trading on Monday.

Target has not announced specific changes to its product approval process, but said it is reviewing what happened and what needs to change.