Target apologizes for ‘Baby Daddy’ card featuring black couple

Target has issued an apology after selling a Father’s Day card depicting a black couple with the phrase “Baby Daddy” on the front.

The company announced Thursday it would be removing the cards from its shelves after a customer shared a photo of the card earlier this month, sparking backlash online.

Takeisha Saunders told ABC News that she came across the card while shopping for a Father’s Day gift for her husband in a Target store in Rockwall, Texas.


Saunders, who is African-American, told the outlet there were many other cards that she thought were less offensive, but they only featured white couples. 

“There was no other option,” Saunders said. “My disappointment was that it was the only card that featured a black couple. There wasn’t any other black husband cards or anything like that. There were white husband cards with a couple on the front. There were ‘My dad’s my hero’ cards with characters on the front, but there wasn’t anything else.”

Saunders said she was in shock when she saw the “Baby Daddy” card and instantly captured a photo of it to share online, writing: “You CANNOT be serious Target!!!! Really!!!?!!!!? This was the only Father’s Day card that featured a black couple!!!!!!” 

“For me personally, in growing up, a baby daddy or a baby momma was not something that you wanted to be or wanted. It was someone who wasn’t involved in the child’s life … I don’t see my husband in that way,” she told ABC News.

After her post made the rounds on social media, Target yanked the cards from about 900 of the company’s 1,800 nationwide stores where it was in stock.

“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,” a spokesman for Target said in a statement to ABC News. “We appreciate the feedback and apologize. It’s never our intent to offend any of our guests with the products we sell.”

A spokeswoman for the company that created the card, American Greetings, told ABC News that the front of the card “taken out of context, can communicate an unintentional meaning that we are strongly against perpetuating and is not consistent with our company purpose and values. We should do better in the future, and we will.”

“This card was intended to be a playful husband card, but we have notified the product team that it missed the mark. Please accept our sincerest apologies and know we will do better in the future,” the company wrote on Twitter.

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