Target is selling a rainbow-themed collection of merchandise—consisting of children’s toys, accessories and clothing—to promote LGBT Pride Month.
The collection includes “Pride Preferred Pronoun Buttons,” which come in a pack of four and read, “They,” “He,” “She” and “Ask me about my pronoun!”
Other items marketed toward children include rainbow sneakers, hoodies, headbands, funny straws, plush toys, pool floats and coloring books of the human anatomy.
In a statement posted last week to the retail giant’s corporate website, Target said the collection is geared toward helping families get ready to celebrate Pride Month.
“It’s just one way we show our longstanding commitment to the community,” the store said in the statement, which was first reported by CNSNews. “For more than 20 years, we’ve supported local, regional and national LGBTQ+ organizations financially and through volunteerism. And this year, along with our product collection and partnerships, we’ll we also have thousands of team member volunteers bringing community events to life across the nation.”
The collection also boasts merchandise based on “Love, Simon,” a movie about a closeted teenager.
“We can’t wait to see it and welcome our guests into our store to pick up their copy of the movie and other products from our Pride collection,” Anthony Ramirez, executive team leader of Human Resources at the store in Culver City, California, said in a statement.
Target said it intends to take part in Pride-themed events throughout the month of June, including the Pride March next week in New York City, where the store will have its own float.
The retailer is also sponsoring a June 23 event called Youth Pride, which is billed as an “electrifying experience for LGBTQIA+ and ally teens!”
Boycotts have previously been launched against Target over the store’s policy of regulating restrooms on the basis of gender identity, rather than biological sex.