Target apologizes for Halloween costumes after backlash
Target apologized and pulled a kids' circus clown outfit from its Halloween costumes Target shoppers could buy, after critics said it evoked Blackface and minstrel-show imagery. The Hyde and EEK Boutique item is no longer for sale, and the retailer said it is reviewing how the product was approved.
Key Takeaways
- Target removed the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume” after social media backlash.
- Critics said the design resembled Blackface and minstrel-show caricatures.
- Target called the product offensive, apologized, and said it should never have been sold.
- The costume was sold under Target’s seasonal Hyde and EEK Boutique brand.
- The company said it is examining how the item was green-lit and what must change.
What Halloween costumes did Target pull from sale?
According to CNN, reporting via Reuters, Target apologized Monday and said it had pulled a children’s circus clown Halloween costume from sale. The product was listed as the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume.”
It was sold under the retailer’s seasonal Hyde and EEK Boutique brand. Target declined to comment on who designed the product or the process that green-lit it for sale.
Why did shoppers say the clown costume was racist?
The outfit prompted a backlash on social media, with some consumers saying it resembled a racist caricature. Critics argued the look evoked Blackface and historic minstrel shows.
Target later acknowledged the costume was “especially hurtful for our Black guests, team members and partners.” Some Black shoppers who felt alienated after Target’s 2025 DEI rollbacks expressed fresh disappointment. Minneapolis-area business leader Sheletta Brundidge linked the misstep to those changes, asking who is still “in the room” to say the product was wrong.
What did Target say in its apology?
“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 retailer added that it is “looking closely at how this happened and what needs to change.” For more retail and culture alerts, see our Streaming & TV Alerts hub.
Could this controversy hurt Target’s brand recovery?
CNN framed the episode as another optics challenge while Target works to rebound after a stretch of poor sales. The company also faced criticism over its handling of the 2023 Pride Collection and later changes to diversity initiatives.
Morningstar analyst Brett Husslein said that as Target tries to repair its reputation, this is the kind of controversy it wants to avoid, warning optical missteps could add to market-share pressure. Target shares were still up 2.7% in afternoon trading after the apology.
Though Hyde and EEK products have been resold on sites such as Walmart, Amazon, and Etsy, Reuters did not see this costume listed there. A Walmart spokeswoman said she had no knowledge of the item being sold, while Amazon and Etsy did not immediately respond.