The retailer removed the children’s clown outfit after critics said its imagery evoked blackface and racist minstrel-era caricatures.
MINNEAPOLIS — Target has apologized and stopped selling a children’s Halloween clown costume after a wave of criticism from shoppers who said the outfit and its advertising resembled racist blackface and minstrel-show imagery.
The retailer issued its apology Aug. 24, saying the costume should never have been included in its merchandise. The product was sold as the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume” under Target’s seasonal Hyde and EEK Boutique brand. Target said the item is no longer available and that the company is reviewing how it was approved for sale and what changes may be needed to prevent a similar incident.
The costume included a black-and-orange outfit, black gloves and a hood or face covering featuring an exaggerated wide smile and a small top hat. Advertising images showed a young Black child modeling the outfit. Critics on social media said the combination of the mask, clothing and presentation resembled stereotypes associated with blackface performances and minstrel shows, which historically used degrading caricatures of Black people for entertainment.
Target acknowledged the criticism directly in its statement, saying it was deeply sorry and recognized that the costume was especially hurtful to Black customers, employees and business partners. The company called removing the product an initial step and said it was examining how the item entered its assortment. Target has not publicly identified the designer or detailed the internal review process that allowed the costume to reach customers.
Reuters reported that Target declined to say who designed the product or explain how it was approved. The costume was part of a Target-owned seasonal brand. Reuters also checked several other major online marketplaces and did not find the same item being offered there at the time of its report. A Walmart spokesperson told Reuters she had no knowledge of that particular costume being sold by Walmart, while Amazon and Etsy did not immediately respond to requests for comment.
The controversy quickly spread beyond the costume itself because it came after Target changed some of its diversity, equity and inclusion programs in 2025. Those changes had already drawn criticism and boycott calls from some customers. Some Black shoppers told news organizations they viewed the costume controversy as another example of concerns they had raised after the company altered those initiatives. Target has not said its DEI changes had any role in the costume’s development or approval.
The retailer has faced other politically and culturally charged disputes in recent years. Target drew criticism from different groups over its 2023 Pride merchandise and later faced another backlash after changing its diversity programs. The company has also been working to improve sales and strengthen its brand reputation. Reuters reported that analysts viewed the latest controversy as an unwanted setback as Target tries to regain momentum with shoppers.
The original product page has since been removed from Target’s website. ABC News reported that the costume’s description had promoted the outfit as a circus clown design that glowed under blacklight. Target’s apology did not dispute the criticism surrounding the imagery and instead described the product itself as offensive, a stronger acknowledgment than simply saying that shoppers had misunderstood the design.
The apology did not end criticism. Actor Viola Davis later publicly rejected Target’s response, saying she did not accept the apology and arguing that the imagery carried a history of dehumanizing Black people. Her response added to broader online criticism demanding more information about how the design, product review and advertising process allowed the costume to be sold in the first place.
As of Aug. 30, the costume remained unavailable for sale through Target, and the company had not publicly released the results of its internal review or identified who approved the product. Target has said it is examining both how the costume reached its assortment and what needs to change to prevent a similar episode.
Author note: Last updated August 30, 2026.