Last week, Target brought back its line of products promoting gay pride, in preparation for 2017’s Pride Month in June.
The line of products dubbed “Take Pride” consists of rainbow-clad shirts, pants, shorts, swim trunks, iPhone cases, and other items honoring Gay “Pride Month”. They even feature a kid’s line, with shirts that say “I Heart My Moms” and “I Heart My Dads”.
The merchandise is accompanied by a promotional flyer with the promise: “For each PRIDE item sold, Target will donate 50 percent of the purchase price to GLSEN (the Gay, Lesbian, and Straight Education Network).”
Target has been very vocal in supporting the LGBT community and first launched the #TakePride campaign in 2015. In regards to the campaign, Target issued the following statement:
“We’re making our message loud and clear: Target proudly stands with the LGBT community, both as a team member and team player through all that we do — from our volunteer efforts to our long-standing partnerships with groups like Family Equality Council and Gay, Lesbian & Straight Education Network, to the very products we carry in our stores and online,” said Laysha Ward, Target’s executive vice president and chief corporate social responsibility officer.
Target’s support comes even after receiving backlash and a massive of boycott when they took a stand in the controversial transgender bathroom policy allowing men to use women’s restrooms, changing rooms, intimate facilities, and vice versa.
The homosexual-affirming policies resulted in a massive boycott (#BoycottTarget, #FlushTarget) of the retailer by an estimated 1.5 million customers and declining Target stock value.