Target has apologized and removed a children’s Halloween costume from sale after criticism that its design resembled racist Blackface and minstrel-show imagery.
The costume, marketed as the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume,” was sold under Target’s seasonal Hyde and EEK! Boutique brand.
Critics on social media objected to the costume’s appearance, including its mask, gloves and styling. The product had been modeled in promotional imagery by a Black child, with some viewers saying the overall presentation evoked racist caricatures historically used in minstrel shows.
Target acknowledged the criticism on Monday and issued an apology.
“As a company, we know we got this wrong, and we are deeply sorry,” Target said in its statement.
The retailer said the costume was offensive and “should never have been part of our assortment.” It has since been removed from sale.
Target also said the incident was particularly hurtful to its Black guests, team members and partners.
The company said removing the costume was only the first step and that it was examining how the product reached its assortment and what changes were needed to prevent a similar incident.
Target did not disclose who designed the costume or explain which internal process approved it for sale. The company said it was “looking closely at how this happened and what needs to change.”
The controversy has also reopened questions about Target’s approach to diversity and inclusion.
Some Black shoppers and critics connected the incident to Target’s decision to scale back parts of its diversity, equity and inclusion initiatives. Minneapolis-area business leader Sheletta Brundidge questioned whether the rollback had reduced the number of people able to flag potentially offensive products before they reached customers.
The costume controversy comes at an important moment for Target.
The retailer has been trying to improve its business performance following a difficult period, with new CEO Michael Fiddelke overseeing efforts to strengthen the company’s merchandise and brand.
Target has also recently promoted its 2026 Halloween assortment, which includes hundreds of costumes and seasonal products. The company said in an August 12 announcement that nearly 70% of this year’s Halloween collection was new and about 60% was available exclusively at Target.
The latest controversy therefore comes just as Target is heavily promoting its Halloween business.
Retail analysts said the incident could create another reputational challenge for a company attempting to rebuild momentum.
Brett Husslein, an analyst at Morningstar, told Reuters that the episode was the type of misstep Target would want to avoid while working to repair its brand reputation.
The costume was also associated with Target’s private seasonal brand, but products from Hyde and EEK! Boutique have appeared on other retail and marketplace websites. Reuters said it did not find the disputed costume on Walmart, Amazon, or Etsy at the time of its reporting.
For now, Target has removed the product and begun reviewing how it was approved.
The company’s next challenge will be showing customers what changes it makes internally after the backlash.
