Target’s newest pride strategist bringing a whole new LGBT spirit to Christmas
Luke Gentile
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Gay Santas and LGBT-themed nutcrackers are set to line the shelves at Target this Christmas season as the retail giant makes another foray into the world of pride merchandise.
Erik Thompson, who markets himself as a “Senior LGBTQIA+ Segmentation Strategist & Pride Lead,” is Target’s latest leader for multicultural merchandising.
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He announced his partnership with Target earlier this week in an Instagram post, citing the backlash and drop in sales that the retailer endured as a result of its Pride month merchandise featuring a “tuck-friendly” swimsuit.
“Honored to get to start a new body of work and lead Target’s LGBTQIA+ multicultural merchandising strategy and Pride businesses for the company and the LGBTQIA+ & Allied communities across the the [sic] nation,” Thompson, who goes by the username “gaycruella” on Instagram, said in the caption.
“Time to whip out the … Glitter & Hellfire … flamethrowers and rip that old world to shreds darlings.”
His new position with Target is an “honor,” Thompson said.
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Whether the multicultural merchandising lead will be successful is yet to be seen, but Target’s 2023 Pride month venture saw its stock plummet and the company lose billions of dollars.
Estimated losses due to boycotts related to pride-themed merchandise are reportedly around $15 billion.