It was the thought behind the Afrocentric-themed “Baby Daddy” Father’s Day cards that counted. But not everyone was appreciative of the creative line of cards that celebrated unmarried Black fathers and deadbeat dads who abandon their baby mamas.
The term “Baby daddy” was popularized in the hit song “My Baby Daddy” by one-hit-wonders B-Rock and the Bizz.
Target pulled the cards by greeting card company American Greetings after Black Twitter heaped scorn and ridicule in retweets of the card.
The cards were sold in about 900 stores across the country.
“We want all guests to feel welcomed and respected when they shop at Target,” Target spokesperson Joshua Thomas said in a statement to USA Today on Thursday.
American Greetings employs diverse artists to create cards that target minorities.
“This particular card was created for, and addressed to, a loving husband — which the inside copy makes clear,” the card publisher said in a statement, adding:
“However, we now see that the front page, 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.”
The retailer promised to “do better” in the future.
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