TARGET is apologising to offended customers in the US after shoppers began slamming the retailer for offering “Baby Daddy” greeting cards, featuring a black couple, ahead of Father’s Day in the US.
The card went viral, with one twitter user called the card out as “an insult to black fathers and a slap in the face to the African-American community as a whole.”
A spokesman for the retail chain has apologised.
“We want all guests to feel welcomed and respected when they shop at Target,” Joshua Thomas said in a statement to Fox News.
“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 apologise. It’s never our intent to offend any of our guests with the products we sell.”
Target’s “Baby Daddy” cards caused outrage on social media after a shopper shared an image of the card to Facebook, claiming it was the only card the superstore offered featuring a black couple.
“This was the only Father’s Day card that featured a black couple!!!” wrote Takeisha Saunders, who confirmed to Fox News she found the card at a Target location in Texas.
A commenter on Ms Saunders’ post later pointed out that the inside of the card did in fact use the words “husband” and “father,” as well as a greeting reading “Happy Father’s Day,” but Saunders said it doesn’t excuse the “Baby Daddy” text on the front.
“Ran it past the hubs and he would have been upset simply because of what the term generally means in our culture,” Ms Saunders wrote.
“It’s not sweet or nice. It’s a term used to describe a deadbeat or absent parent. Yeah it’s sweet on the inside but whomever created this card doesn’t know what it means.”
The card is produced by the American Greetings Corporation, and is not an exclusive item to Target.
Father’s Day will be celebrated on June 17 in the US.
This article originally appeared on Fox News and was republished with permission.