Frustration with the cards first started approximately 2 weeks ago when Facebook user Takeisha Saunders posted a photo of the card.
After coming across the card at a Target store last month, an angry Takeisha Saunders took to social media: "You CANNOT be serious Target! Really!?!? This was the only Father's Day card that featured a black couple!" she wrote". "It's not sweet or nice".
While some on social media said the term can also be used as one of endearment, others argued that it often comes with connotations of being a "deadbeat dad". This is an insult to black fathers and a slap in the face to the African American community as a whole.
The card says "Baby Daddy" and depicts a black couple.
Target responded to customers' concerns in a Wednesday morning tweet, saying it never meant to offend shoppers.
"We want all guests to feel welcomed and respected when they shop at Target", the company said in a statement.
"We appreciate the feedback and apologize", Target wrote on Twitter. "It's never our intent to offend any of our guests".
Photos of cards with the words "Baby Daddy" printed across a black couple kissing has been circulating since late May, and now Target has chose to act, reports Fox 5 DC.
"This particular card was created for, and addressed to, a loving husband - which the inside copy makes clear", American Greetings said in a statement.
- Boosie Bad Jan ✨ (@JanMarie_)Target got baby daddy Fathers Day cards?!?
According to the Kansas City Star, the card is not exclusive to Target.
Target became aware of shoppers' concerns and began the process of removing the cards from its stores prior to the latest complains, and later responded to a concerned shopper's tweet with an apology early on Wednesday morning. "The card is made for black consumers, so I was disappointed it was the only one".