Target stores are selling gay pride t-shirts online, in association with the Washington, D.C.-based Family Equality Council, which supports lesbian, gay, bisexual and transgender families.
Ten T-shirts are now featured on Target's website with gay-friendly themes. Two feature a design by rocker Gwen Stefani, who has her own line of kids' hipster clothing called Harajuku Mini at Target. The Stefani design reads, "Love is love." Each Pride T-shirt sells for $12.99, all of which will be donated to the Family Equality Council.
Target spokeswoman Molly Snyder said: "Over the past year, we heard from our team members and guests that they'd like to see an assortment of Pride merchandise available at Target."
The promotion went live on Sunday, but not everyone is pleased.
Tony Perkins of the Family Research Council said on his daily radio show: "The company said it wanted to 'resonate beyond fashion.' But if they're looking to resonate with Americans, they ought to try defending marriage. According to voters, the country's still very opposed to redefining it. Let Target know that its agenda isn't your style."