Viola Davis slams Target's apology over ‘offensive’ and 'dehumanising' kids’ Halloween costume

Warning: This article contains images and discussion of racial discrimination which some readers may find distressing.

Hollywood icon Viola Davis has slammed Target over a 'dehumanising' Halloween costume which has since been withdrawn.

The star has hit out, saying she 'does not accept' the apology which was issued by the major US chain store, after they removed the children's Halloween costume from shelves, saying it is 'no longer available for sale'.

The outrage was caused by a $25 clown outfit, named ‘Kids’ Glows Under Blacklight Circus Clown’.

There was a major backlash when photos of the costume went viral, which showed a young Black boy in the photoshoot dressed in the costume which appeared to be inspired by many racist caricatures of minstrels in blackface and other characters.

It featured a black and orange bodysuit with black gloves, a hood with a tiny hat, and a large painted-on, exaggerated smile.

The Target Halloween costume which has been withdrawn (Target)

Angry social media users shared screenshots from the shoot, which showed the young boy who modelled it posed with one leg bent backward, and one arm held up in a wave.

This stance was frequently used by minstrels and other racist caricatures and Jim Crow–era stereotypes.

Target responded by releasing a statement which read: "As a company, we know we got this wrong, and we are deeply sorry."

"The costume is offensive and should never have been part of our assortment. It is no longer available for sale," they continued.

"We know this is especially hurtful for our Black guests, team members and partners. Removing the costume is an important first step, and the company is looking closely at how this happened and what needs to change to ensure this won’t happen again."

Viola Davis shared the apology and imagery to her social media account, and said it wasn't good enough.

The Oscar winner wrote: "Target, I do not accept your apology."

"I do not believe that you understand the impact... the pain... the dehumanisation of the above," she added.

"These images laid the foundation and the ideology for every atrocity that has been committed against my people," the post continues.

"We MATTER!!! You have shown us that you are not on OUR side," she finished by saying.

Viola Davis has hit out at Target for their apology, saying she does not accept it (Photo by Michael Buckner/Variety via Getty Images)

Fans responded to her post with support, and agreeing with her anger.

"Somebody told that little boy to pose like that, disgusting," fumed one.

"Dear Target, you know ish is real when Auntie Viola Davis reads you for filth," added another.

"My issue is this child was told how to pose and now this is part of their story too. A minstrel show in 2026 is disgusting," wrote someone else.

Many former customers of the brand had been calling for a boycott in light of the costume.

It follows an announcement which was made in early 2025, that Target would be phasing out their long-standing diversity goals.

They also revealed they would be removing minority employee hiring targets, in addition to ending an executive committee focused on racial justice.

Target responded to news of the boycotts at the time by insisting it ‘is more committed than ever to creating growth and opportunity for all’.

“We’re pleased to be moving forward, and we will continue showing up as trusted neighbors while delivering results for our team members, guests, and the more than 2,000 communities in which we serve. Because when those communities thrive, so do we,” they said.

Tyla has reached out to Target for comment.