Target has pulled a £18.90 ($25) children's Halloween costume after shoppers accused the retailer of selling an outfit that looked like racist Blackface and minstrel-era imagery. The company apologised on Monday, 24 August and admitted the costume should never have been part of its Halloween collection.
The costume, called the 'Kids' Glows Under Blacklight Circus Clown Halloween Costume Bodysuit', was sold through Target's Hyde & EEK! Boutique Halloween collection before images of the product began spreading online. The backlash quickly grew across social media, with users questioning how the outfit and its promotional images were approved.
Target Pulls $25 Halloween Costume
The costume was listed for £18.90 ($25) and was marketed as a children's circus clown outfit. However, shoppers raised concerns that its appearance reminded them of racist Blackface and minstrel-era caricatures.
The criticism also focused on the promotional images used to sell the costume. Some social media users said the styling and exaggerated facial features looked similar to harmful depictions of Black Americans from the past.
By Sunday, the product page was no longer available on Target's website. Instead, visitors saw a message saying the page was 'currently unavailable', while website data showed the product had been published during the summer.
Shoppers Raise Racist Imagery Concerns
The backlash spread across Threads, TikTok and other social media platforms after screenshots of the costume began circulating. Several commenters compared the outfit with the 'Jim Crow' character linked to 19th-century minstrel performances.
Minstrel shows often used exaggerated and insulting stereotypes of Black people. Because of that history, critics argued that the costume could be deeply offensive even if it was not created with the intention of copying those images.
Some social media users also called for a boycott of Target. Others urged Black shoppers to stop spending money at the retailer, adding to the wider criticism surrounding the company.
Target Issues an Apology
Target responded to the backlash with an apology and confirmed the costume had been removed. The company said, 'As a company, we know we got this wrong, and we are deeply sorry'.
The retailer also said the costume was 'offensive' and 'should never have been part of our assortment'. Target acknowledged that the incident could be especially hurtful to Black customers, team members and partners.
The company described removing the costume as an 'important first step'. It said it is now examining how the product reached its assortment and what changes are needed to ensure something similar does not happen again.
Backlash Adds to Target's Recent Troubles
The Halloween costume dispute comes during a difficult period for Target. Over the past two years, the retailer has faced several politically charged controversies that have affected its relationship with shoppers.
In early 2025, Target faced criticism and boycott calls after scaling back several diversity, equity and inclusion initiatives. A group of Black faith leaders and churches led the boycott effort, accusing the retailer of moving away from earlier commitments to Black customers and communities.
The company later acknowledged that its wider controversies had affected business performance, with customer traffic and sales coming under pressure. Target also announced plans to eliminate about 500 jobs across distribution centres and regional offices in early 2026.
What Happens Next for Target?
The removal of the £18.90 ($25) costume is unlikely to end the discussion immediately, especially as shoppers continue to share images of the product online. Target has said it is reviewing what went wrong and how its product checks can be improved.
For shoppers, the incident is another reminder that Halloween products can attract strong reactions when their designs touch on sensitive parts of history. For Target, the focus will now be on whether its apology and review lead to changes that prevent another controversial product from reaching its stores and website.
The costume is no longer available on Target's website, but the backlash has put renewed attention on the retailer's product approval process and its relationship with Black customers.
