New York Attorney General Letitia James publicly condemned Target's decision to reduce its Pride Month displays, particularly in certain Southern and rural U.S. stores, following customer backlash. James expressed her disapproval on Twitter, labeling the move "wrong" and urging Target to reinstate the merchandise. She also revealed that she and other state officials penned a letter to the company, demanding they maintain their Pride displays nationwide.

Target's decision came after facing criticism for items such as "tuck-friendly" swimwear designed for transgender individuals and mugs featuring the phrase "gender fluid." Some products were also targeted towards children. The retailer had held an internal meeting to address the backlash and avoid a financial downturn similar to Bud Light's recent experience. Target ultimately chose to relocate Pride-themed merchandise from prominent positions in certain stores due to customer complaints.

James, a vocal supporter of the LGBTQ+ community, has recently championed initiatives like Drag Queen Story Hour. In March, she hosted a Drag Story Hour event for New York families, co-sponsored by the Brooklyn Public Library and several LGBTQ+ organizations. New York City Mayor Eric Adams also endorsed the event, emphasizing the city's embrace of diversity and self-expression.