Oscar-winning actress and film producer Viola Davis is calling out Target for their controversial children’s Halloween costume and commercial despite the retail chain’s apology and pulling the product. Taking to Threads on August 25, the Fences star wrote:“Target, I do not accept your apology, and I do not believe that you understand the impact... the pain... the dehumanization of the above. These images laid the foundation and the ideology for every atrocity that has been committed against my people. We MATTER!! You have shown us that you are not on OUR side.”Critics online have claimed the Halloween costume resembled “historic blackface” and minstrel imagery, both offensive to the Black community. Meanwhile, the company released a statement:“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. 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 slams the Targe Halloween costume. (Image via Threads)Exploring further the ongoing Target Halloween costume controversyTarget recently laid out a garment collection called Kids’ Glows Under Blacklight Circus Clown Halloween Costume, which comprised an orange-and-black circus clown chequered pant and shirt set. A Black child modelled the get-up, which also had black gloves, a matching top hat, and a grinning face mask with large teeth.However, the entire collection was taken off the shelves and the website after netizens criticized that it resembled caricatures from the Jim Crow-era minstrel shows and had racial undertones.The latest controversy comes amid Target rolling back their DEI efforts in January 2025 after Donald Trump was sworn in for his second term. Before that, the retailer ran the Diversity, Equity, and Inclusivity program for three years ever since George Floyd’s murder prompted the Black Lives Matter movement in 2020.Back then, the Minneapolis-based company sparked controversy for not only pausing its DEI efforts but also its reports to external organizations such as the Human Rights Campaign. It also stopped focusing on products from Black or other minority-owned businesses while replacing them with the “Belonging” strategy.Additionally, people called for the boycott of Target, which cost the brand roughly $12.4 to $20 billion in market revenue and a 33 percent drop in stock prices. A similar thing happened in 2023 over its handling of the Pride collection.Now, amid the Halloween costume scandal, the retailer is once again facing backlash. Besides Viola Davis, Georgia pastor Reverend Jamal Bryant also put forward his disappointment while speaking with The Associated Press and called the apology tone-deaf. He said:“A Jim Crow-era minstrel costume is not simply getting it wrong. It is a profoundly harmful symbol of racism that should never have been designed, approved, or sold by Target. It shows that it still lacks corporate diversity among decision-makers and needs concrete internal change.”Bryant led a 40-day “Target Fast” boycott across Georgia last year.Under the leadership of new CEO Michael Fiddelke, the corporation has recovered from last year’s falling market value and shares. According to AP, the company’s stock closed at $169.89 on August 24.