Target is under fire for being unwoke and useless, but what’s new?
A ‘Father’s Day’ greeting card appeared on Target’s shelves nationwide in the U.S. that depicts a black couple on the outside.
The problem is with the overlaid text – ‘Baby Daddy’
The term in its purest form literally means father of a child. Totally innocent. However, there is a very heavy stigma around the black community insinuating that black fathers will impregnate a woman and leave their family – and instead of just being ‘father’ he’s a ‘baby daddy’ and nothing more.
Understandably, people were totally livid.
@amgreetings I find this card to be very disturbing. This is how you’re marketing to the black folk it’s appalling and you should be ashamed. The black men of this country deserve better. #babydaddy #really? pic.twitter.com/5dG6anTLy6
— BAS (@angelique0910) June 6, 2018
The greeting card company said it would stop selling the card at all retailers. Target, the giant discount-store chain, proactively pulled the card from its shelves.
“This particular card was created for, and addressed to, a loving husband — which the inside copy makes clear,” American Greetings said in a statement. “However, we now see that the front page, taken out of context, can communicate an unintentional meaning that we are strongly against perpetuating and is not consistent with our company purpose and values.”
It went on to say it will do “better in the future,” that it has pulled the card and that it want s to “apologise for any offence we’ve caused.”