Target has apologized and removed a children's Halloween costume from sale after it drew criticism for evoking Blackface and minstrel shows.

The costume, marketed as the “Kids’ Glows Under Blacklight Circus Clown Halloween Costume,” faced a swift backlash on social media, with some consumers deeming it a racist caricature. In a statement Monday, Target acknowledged the error.

“As a company, we know we got this wrong, and we are deeply sorry,” the retailer said. “The costume is offensive and should never have been part of our assortment. It is no longer available for sale.”

Target stated it is “looking closely at how this happened and what needs to change.” The company declined to name the designer of the product, which was sold under its seasonal Hyde and EEK Boutique brand, or to detail the approval process. However, Target confirmed the costume was “especially hurtful for our Black guests, team members and partners.”

This incident marks the latest public relations challenge for the U.S. retailer, which has faced scrutiny over its product assortment and diversity initiatives. Previously, Target encountered criticism regarding its 2023 Pride Collection and subsequent adjustments to its diversity, equity, and inclusion (DEI) programs. Sheletta Brundidge, a business leader from the Minneapolis area, suggested the costume incident may be connected to the company's DEI decisions, questioning the oversight in place.

While the Hyde and EEK brand is owned by Target, its products have been resold on other retail platforms, including Walmart, Amazon, and Etsy. Representatives for Walmart stated they had no knowledge of the specific clown costume being sold, and Amazon and Etsy did not immediately respond to requests for comment.

Despite these recent challenges, Target has shown signs of recovery in its sales and brand reputation under new CEO Michael Fiddelke. Analysts note that while the company is improving, it operates with limited room for error, particularly concerning brand perception, as it competes with larger retailers on price. Any missteps, whether managerial or external, could potentially impact market share.

Target's stock saw an increase of 2.7% in afternoon trading on Monday.