Britni Danielle, Essence, June 15, 2018

American Greetings has apologized for a controversial Father’s Day card it says was intended to be a “playful” ode to dads just days before the holiday.

The card featured a Black couple on the cover kissing with the words “Baby Daddy” stamped across the front. Inside, it read more like a typical Father’s Day card, praising the man for being a wonderful husband and father.

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After others spotted the card at stores across the country, they shared their outrage, prompting Target to pull it from its shelves and issue an apology.

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American Greetings also issued an apology on Twitter, explaining the company mistakenly thought the card would come across as “playful,” not offensive.

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A spokesperson for American Greetings issued a longer statement to Buzzfeed.

“This particular card was created for, and addressed to, a loving husband — which the inside copy makes clear,” the spokesperson said. “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.”

In addition to apologizing, American Greetings pulled the card from stores around the nation.

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