Target Pride
2 min read

U.S. retail giant Target has decided to remove certain products from its Pride Collection following customer backlash and concerns over employee safety.

Target’s Pride Collection, which launched at the beginning of May, includes over 2,000 products ranging from clothing and books to music and home furnishings. Among the items featured are mugs promoting “gender fluidity,” calendars bearing the slogan “queer all year,” and children’s books such as “Bye Bye, Binary,” “Pride 1,2,3,” and “I’m Not a Girl.”

However, since the introduction of this year’s collection, the retailer has experienced threats that have negatively impacted its employees, prompting adjustments to its pride plans.


Target has been a supporter of Pride Month for more than a decade. Nevertheless, this year’s collection has unfortunately given rise to confrontations between customers and employees, with incidents of Pride merchandise being thrown onto the floor, according to Target spokesperson Kayla Castaneda.

Target’s decision also follows recent backlash against Bud Light, which faced criticism for featuring transgender influencer Dylan Mulvaney in their social media promotions.

The total number of products being withdrawn from Target’s stores and website is yet to be confirmed, with a review of various Pride Collection items taking place.

It is reported that the review is primarily focussing on the removal is on the LGBTQ+ brand Abprallen – which has faced scrutiny due to its association with British designer Erik Carnell, who has encountered social media backlash for creating merchandise featuring pentagrams, horned skulls, and other controversial Satanic imagery.

As of Tuesday, a search for Abprallen merchandise on yields “0” results, indicating its removal from the store. Screenshots and social media posts have revealed that Target previously sold a slogan sweater priced at $25, with the words “cure transphobia, not trans people,” as well as an $18 tote bag that stated, “too queer for here.” Additionally, Target is reportedly reviewing specific transgender swimsuits and children’s merchandise; however, Target says no final decision has been made regarding these items.

Last Updated on May 26, 2023

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