Target Pulls ‘Offensive’ Clown Halloween Costume After Online Backlash
Target has apologized and pulled a children's Halloween costume from sale after critics said it evoked blackface and minstrel-era imagery, sparking fresh backlash for a retailer already working to repair its public image.
The costume, sold as the "Kids' Glows Under Blacklight Circus Clown Halloween Costume," was part of Target's seasonal Hyde and EEK Boutique brand. It drew criticism on social media from consumers who said its design resembled a racist caricature. In a statement, Target said, "As a company, we know we got this wrong, and we are deeply sorry." The company continued, "The costume is offensive and should never have been part of our assortment. It is no longer available for sale."
Why the Costume Struck a Nerve
Target acknowledged in its statement that the costume was "especially hurtful for our Black guests, team members and partners." The company said it was "looking closely at how this happened and what needs to change," though it declined to comment on who designed the product or the process that led to it being approved for sale.
The backlash arrived amid heightened scrutiny of Target following the company's 2025 rollback of several diversity, equity and inclusion initiatives, changes the retailer said were made to stay in step with "the evolving external landscape" after President Donald Trump's return to office. Sheletta Brundidge, a Minneapolis-area business leader, connected the costume directly to that decision, saying, "You rolled back diversity, so who's in the room, now, to say 'hey, this is wrong?'"
A Retailer Still Repairing Its Reputation
The costume controversy adds to a string of public relations challenges for Target in recent years, including criticism over its handling of products in its 2023 Pride Collection.
The company has been working to rebuild consumer trust under new CEO Michael Fiddelke, with recent quarters showing signs of improvement tied to price cuts and a refreshed merchandise strategy. Morningstar analyst Brett Husslein said incidents like this one carry outsized risk for a retailer in Target's position, telling Reuters, "As Target begins to gain traction in repairing its brand reputation, this is exactly the kind of stuff they want to avoid."
Though Hyde and EEK is a Target-owned brand, its products have also appeared for resale through third-party sellers on platforms including Walmart, Amazon and Etsy. A Walmart spokesperson said the company had no knowledge the item was being sold on its platform, and Reuters reported it did not locate the costume listed on any of those other sites.
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