Target Pulls Halloween Clown Costume After Racist Minstrel Caricature Backlash
Target has removed a children's Halloween costume from its shelves and website, issuing an apology after widespread social media backlash labeled the garment as evoking racist minstrel caricatures.
The short version
- Target removed its 'Kids' Glows under Blacklight Circus Clown Halloween Costume Bodysuit' on Monday, August 24, 2026, after online criticism.
- Critics, including Sheletta Brundidge, stated the costume's grinning mask with large teeth and other features evoked racist caricatures from Jim Crow-era minstrel shows.
- Target issued an apology, stating, 'As a company, we know we got this wrong, and we are deeply sorry,' and acknowledged it was 'especially hurtful for our Black guests, team members and partners.'
- This incident follows Target's early 2025 national boycott over Diversity, Equity, and Inclusion (DEI) rollbacks, which saw its stock price decrease significantly.
- The Minneapolis-based retailer confirmed it is reviewing internal processes to prevent similar incidents from occurring again.
Target has removed a children's Halloween costume from its shelves and website, issuing an apology on August 24, 2026, after widespread social media backlash labeled the garment as evoking racist minstrel caricatures. Independent reports from KARE 11, MPR News, The Guardian, and AP News confirmed the Minneapolis-based retail corporation pulled the costume, titled "Kids' Glows under Blacklight Circus Clown Halloween Costume Bodysuit - Hyde and EEK! Boutique," following online criticism.
What Was the Costume and Why Was it Controversial?
The costume, which retailed for $25, was described as an orange-and-black circus clown outfit, featuring gloves, a top hat, and a grinning mask with large teeth. The ad image reportedly depicted a Black child modeling the costume. Critics immediately drew parallels to racist caricatures from Jim Crow-era minstrel shows, where white actors darkened their skin to promote harmful racial stereotypes.
Sheletta Brundidge, founder and CEO of ShelettaMakesMeLaugh.com, was among the first prominent critics, taking screenshots before the item was listed as unavailable. Brundidge stated, "I thought actually that it was a joke. I thought... it was AI. This is wrong and this is racist." She elaborated, comparing it to "the blackface, and they did the dance, and they did the jig... It's the same mannerisms; it's the same costume; it's the same smile; it's the same face. It's the same everything." The Rev. Jamal Bryant, a Georgia pastor, further asserted that "A Jim Crow-era minstrel costume is not simply getting it wrong. It is a profoundly harmful symbol of racism that should never have been designed, approved, or sold by Target."
How Did Target Respond?
Target promptly removed the costume and issued an official statement acknowledging its error. "As a company, we know we got this wrong, and we are deeply sorry," Target's statement read. "The costume is offensive and should never have been part of our assortment. It is no longer available for sale." The company specifically acknowledged the harm caused, noting, "We know this is especially hurtful for our Black guests, team members and partners. Removing the costume is an important first step, and the company is looking closely at how this happened and what needs to change to ensure this won't happen again."
What is the Broader Context for Target?
This incident marks the latest in a series of controversies for Target. In early 2025, the retailer faced a national boycott over its Diversity, Equity, and Inclusion (DEI) rollbacks. In January 2025, Target ended its three-year DEI program, replacing it with a new "Belonging" strategy, a move that coincided with similar actions by companies like Meta, Walmart, and McDonald's after President Donald Trump won the 2024 election. Target's stock price subsequently decreased from $137.40 on January 24, 2025, to $104.70 on March 15, 2025, after the company cut its DEI programs.
Just last week, the American Federation of Teachers called on Target's CEO, Michael Fiddelke, to advocate for an end to Operation Metro Surge, Trump's National Guard push in Minneapolis earlier this year. This costume misstep occurred as Target's sales had just begun to rebound from earlier company moves that had alienated some customers and from a perceived decline in store and merchandise quality, with the company reporting its second consecutive quarter of comparable sales gains attributed to a merchandising overhaul under its new CEO.
What Happens Next?
Target has stated its commitment to thoroughly investigate how the
Frequently asked questions
What was the name of the controversial Target Halloween costume?
The costume was officially labeled as "Kids' Glows under Blacklight Circus Clown Halloween Costume Bodysuit - Hyde and EEK! Boutique" and was part of Target's seasonal offerings.
Who designed the costume or approved its sale?
Target declined to comment on the specific individuals or internal process involved in designing or approving the costume for sale under its Hyde and EEK! Boutique brand.
Was this costume sold by other retailers?
While some reports suggested potential resale on sites like Walmart, Amazon, and Etsy, Reuters reported not finding the item on those sites. A Walmart spokeswoman stated she had no knowledge of the item being sold there.
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