Videos circulate on social media of angry customers destroying shelves or berating employees at Target stores in the United States. The reason for the outrage is the collection launched by the store on the occasion of LGBTQ pride.

The backlash has led the company to remove certain items from the catalog, without specifying which ones. In another controversial move, the company has opted to rearrange items in the back of stores in southern states. The swimsuit piece in the children's collection only has a label that states: "Designed to fit multiple body types and gender expressions"