Target found itself a literal target after it introduced transgender and LGBTQ friendly merchandise for pride month. It first faced backlash from those who didn't like the store putting out LGBTQ merchandise catering to children. Then, when it took action to downplay that merchandise, the LGBTQ community came after it for caving to the other side. Target has faced vandalism, threats to its employees, and even bomb threats for flip flopping on this issue.