In a move that could add even more complexity to its history with the LGBT community, Target is now selling greeting cards honoring same-sex marriages. As the Minneapolis Star-Tribune is reporting, the cards — which are produced by Carlton Cards, a unit of American Greetings, and hit store shelves in June — feature phrases like “Mr. & Mr.” and “Two very special women, one very special love.” The items began appearing on Target’s card racks a month after the Minnesota-based retail giant controversially began selling T-shirts commemorating Gay Pride month.
“Target is focused on diversity and inclusivity,” Target spokeswoman Molly Snyder told the Star-Tribune. The news comes just a week after Target found itself in the headlines after deciding not to sell “Channel Orange,” the critically acclaimed new album by R&B singer Frank Ocean. Though Target officials claimed the decision was purely a reaction to iTunes’ one-week exclusive sale of the album, many wondered if the move had actually been prompted by Ocean coming out and revealing his first love was a man.
The brand’s sale of Gay Pride T-shirts, which were only available online and not in stores, was also viewed by some as a half-hearted attempt at erasing past offenses, despite the fact that the company donated a portion of proceeds from the shirts to the Family Equality Council, an LGBT advocacy group.
In 2011, Lady Gaga nixed a deal with Target for an exclusive special edition of her “Born This Way” album after it was revealed that the brand had donated $150,000 to MN Forward, a group that was backing Tom Emmer’s gubernatorial bid in Minnesota. Emmer was known for being especially conservative and not supporting equal rights for LGBT citizens.