Stores are selling 'baby daddy' cards and shoppers want them to know it isn't a term of endearment

Hope Schreiber
·Writer

Updated 6/13/18:
The greeting card shown below is produced by American Greetings and is available at Target and other large retailers. Target is currently working with the vendor to remove the card from their stores.

Target has been recognized as one of the “most ethical companies” in the world, and it has been a champion for LGBTQ inclusion, but it seems the store missed the mark this Father’s Day.

The outside of a Target store. Social media users say the chain store is selling “baby daddy” cards for Father’s Day. (Photo: Getty Images)
The outside of a Target store. Social media users say the chain store is selling “baby daddy” cards for Father’s Day. (Photo: Getty Images)

It is well known that stopping into the beloved chain store for one or two things often turns into a two-hour shopping spree, but customers weren’t expecting to find this type of merchandise in the greeting card aisle.

As UrbanDictionary defines it, “baby daddy” refers to a man who is the father of your child whom you did not marry. So why not just keep “father” on the card, as he is still the parent of the child?

With the picture on the front of the card featuring a black couple, it seems obvious who this merchandise is trying to target.

Although it is, presumably, a joke, the greeting card just comes off as incredibly tasteless.

Target’s social media team did reach out to one unhappy customer through the following tweet.

However, this isn’t the first time a brand has shown how ignorant it can be about issues of racism.

Earlier this year, H&M found itself in hot water over a product photo that featured a black boy in a hoodie. The hoodie read “coolest monkey in the jungle.”

H&M told CBS, “We sincerely apologize for this image. It has been now removed from all online channels and the product will not be for sale in the United States. We believe in diversity and inclusion in all that we do, and will be reviewing our internal routines.”

Walmart was sued by a woman for racial discrimination when she realized that the only hair care products that were locked on the shelves were the ones marketed to black women.

Even Starbucks closed its stores to host racial-bias training.

Updated 6/13/18:
A spokesperson for Target said in a statement, “We want all guests to feel welcomed and respected when they shop at Target. We were made aware of some concerns about this card last week and are working with our vendor to have it removed from Target stores. We appreciate the feedback and apologize. It’s never our intent to offend any of our guests with the products we sell.”

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