When I learned that American Greetings had released a “Baby Daddy” card, I heard the uproar and the outcry but I didn’t think too much of it. I thought, if you use the phrase “Baby Daddy,” then why shouldn’t you have a card? What I didn’t know was the Baby Daddy card was the only one on the shelves that featured a Black couple. Not to mention there are some people who only use the phrase “Baby Daddy” when the couple are no longer together romantically. But inside the card, the words husband and father were written.
People felt a variety of ways about the card but ultimately the dissension was enough to get American Greetings and Target to remove the card from their shelves. American Greetings issued this apology:
“This particular card was created for, and addressed to, a loving husband—which the inside copy makes clear. 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. We should do better in the future, and we will. We have notified our store merchandisers to remove the card from the shelves and apologize for any offense we’ve caused.”
A spokesperson for Target said, “We want all guests to feel welcomes 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. We appreciate the feedback and apologize. It’s never our intent to offend any of our guests with the products we sell.”
See what people had to say about the card on the following pages.