The world's biggest's producer of greeting cards says an attempt at being "playful" missed the mark, and as a result it's pulling a Father's Day card from retail shelves nationwide.
Saunders was just one of several shoppers who posted photos of the card on social media. "Really!?!? This was the only Father's Day card that featured a black couple!" noted the Dallas resident, who added the hashtags - #OurVoicesReally #NotMyNarrative #HowAboutHusband #HowAboutLove #HowAboutJustDad.
After coming across the card at a Target store last month, an angry Takeisha Saunders took to social media: "You CANNOT be serious Target!"
"We want all guests to feel welcomed and respected when they shop at Target. We have notified our store merchandisers to remove the card from the shelves and apologize for any offense we've caused".
We sincerely apologize to anyone this particular card has offended.
The popular chain said: We assure you it is never our intention to offend our guests with the merchandise we provide. Often there's deadbeat dad connotations associated with the term.
American Greetings also issued an apology for the cards and said it would stop selling them at all retailers, including Target.
American Greetings insisted that the card is meant to celebrate a "loving father", but the company agreed the cover of the card could be taken out of context.
Both Target and American Greetings have since apologized for the card.
However, not all Target shoppers were as angered by the retailer's controversial "Baby Daddy" cards, with some appearing to find them more amusing than offensive. "The card is made for black consumers, so I was disappointed it was the only one". "By posting my comment, I hoped to shed some light on why I was upset about it".