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Amid backlash, Target still launched its annual LGBTQ pride line. Hell yeah.

You might see a lot of rainbows during your next trip to Target.

For the fifth year in a row, many Target shoppers will find their local store covered in rainbows.

It's all part of the retail giant's annual #TakePride campaign celebrating the lesbian, gay, bisexual, and transgender community.

The launch, which comes ahead of LGBT Pride Month in June, features a variety of rainbow-themed apparel and merchandise, including shirts, hats, swimsuits, and beach towels. The products will be found in over 150 of Target's U.S. stores and online, according to a company spokesperson.


Target has repeatedly been threatened with boycotts from anti-gay and anti-transgender groups over its support for the LGBTQ community in recent years.

In 2014, the retailer publicly endorsed marriage equality. The following year, it announced it was ending gender-based signs in certain areas of its stores — like the toy aisles and entertainment sections — that needlessly assigned genders to products.

Last spring (after taking some heat for dropping the ball), Target launched a new kids home line with more gender-neutral items — a move, the company said, that helps parents shop for their kids while also helping squash gender norms. And Target explicitly stood on the side of transgender rights when it came to bathroom access in its stores, which ruffled enough feathers to spark a national boycott.

This year's #TakePride campaign is especially notable in the face of that backlash.

"We’re making our message loud and clear: Target proudly stands with the LGBT community," Laysha Ward, the company's executive vice president and chief corporate social responsibility officer, said on the #TakePride web page.

Customers let Target know just how much they appreciate the store having their back.

They're sending rainbow hearts — emojis worth a thousand words.

Target employees love the message #TakePride sends too.

Some are "freaking out" over all the rainbows (and rightfully so).

And others are glad some folks won't show up because of the campaign.

Target noticed all the fanfare online — and they are loving it.

While Target deserves credit for standing up for LGBTQ issues, it's not an entirely selfless move, of course.

As the tide has turned in favor of LGBTQ rights, many corporations have jumped on the bandwagon, highlighting same-sex couples in their ad campaigns and making public statements in favor of equality, hoping their advocacy draws positive attention from customers, boosting their bottom lines. It's commodifying a social cause, in a certain sense.

That point was also debated by some LGBTQ advocates on Twitter:

Still, it's commendable when companies stay on the right side of history, particularly when it's not the easiest thing to do.

And for that, Target, once again, hits the bull's-eye.

10/10. The Mayyas dance.

We can almost always expect to see amazing acts and rare skills on “America’s Got Talent.” But sometimes, we get even more than that.

The Mayyas, a Lebanese women’s dance troupe whose name means “proud walk of a lioness,” delivered a performance so mesmerizing that judge Simon Cowell called it the “best dance act” the show has ever seen, winning them an almost instant golden buzzer.

Perhaps this victory comes as no surprise, considering that the Mayyas had previously won “Arab’s Got Talent” in 2019 and competed on “Britain’s Got Talent: The Champions.” But truly, it’s what motivates them to take to the stage that’s remarkable.

“Lebanon is a very beautiful country, but we live a daily struggle," one of the dancers said to the judges just moments before their audition. Another explained, “being a dancer as a female Arab is not fully supported yet.”

Nadim Cherfan, the team’s choreographer, added that “Lebanon is not considered a place where you can build a career out of dancing, so it’s really hard, and harder for women.”

Still, Cherfan shared that it was a previous “AGT” star who inspired the Mayyas to defy the odds and audition anyway. Nightbirde, a breakout singer who also earned a golden buzzer before tragically passing away in February 2021 due to cancer, had told the audience, “You can't wait until life isn't hard anymore before you decide to be happy.” The dance team took the advice to heart.

For the Mayyas, coming onto the “AGT” stage became more than an audition opportunity. Getting emotional, one of the dancers declared that it was “our only chance to prove to the world what Arab women can do, the art we can create, the fights we fight.”

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