Target Apologizes, Drops Costume Ahead Of Halloween Season After Backlash

Target yanked a children’s Halloween costume off its website and apologized publicly after shoppers accused the retailer of selling an outfit that mimicked racist caricatures of black Americans.

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The bodysuit carried a $25 price tag and appeared under the listing, “Kids’ Glows Under Blacklight Circus Clown Halloween Costume Bodysuit.” It belonged to the company’s seasonal Hyde & EEK! Boutique line. The orange and black clown outfit came with gloves, a top hat and a face covering with an exaggerated toothy smile. Website metadata indicated Target published the product earlier this summer, and the page went dark by Sunday behind a notice saying it was unavailable.

The retailer issued its apology Monday through its corporate account on X. (RELATED: Data Center Backlash Brings Thousands Of Projects To A Screeching Halt)

“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,” the company wrote. Target added that the item was “especially hurtful for our Black guests, team members and partners.”

Objections centered on a promotional image that appeared to show a black child wearing the costume, with critics drawing a line between the design and Jim Crow-era minstrel performances. Shoppers spread screenshots across social media. Minneapolis-area business leader Sheletta Brundidge traced the misstep back to the company’s diversity rollback.

“You rolled back diversity,” she told Reuters, “so who’s in the room, now, to say ‘hey, this is wrong?’”

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Target would not say who designed the costume or explain how it cleared internal review before reaching shelves.

The company has strung together two solid quarters in a bounceback under new Chief Executive Michael Fiddelke, who won over Wall Street by trimming prices and updating its product lineup, Reuters reported. Shares climbed 2.7% Monday afternoon.

“As Target begins to gain traction in repairing its brand reputation, this is exactly the kind of stuff they want to avoid,” Morningstar analyst Brett Husslein told Reuters.

The retail chain has been embroiled in scandals since 2023 when their Pride collection drew fire from conservative customers. Target then retreated from diversity commitments in early 2025. The move followed executive orders President Donald Trump signed targeting such programs. Black faith leaders and churches also led a boycott campaign. The retailer has since cut roughly 500 distribution and regional office jobs in 2026.

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