Target’s newest pride strategist bringing a whole new LGBT spirit to Christmas

Gay Santas and LGBT-themed nutcrackers are set to line the shelves at Target this Christmas season as the retail giant makes another foray into the world of pride merchandise.

Erik Thompson, who markets himself as a “Senior LGBTQIA+ Segmentation Strategist & Pride Lead,” is Target’s latest leader for multicultural merchandising.


“Honored to get to start a new body of work and lead Target’s LGBTQIA+ multicultural merchandising strategy and Pride businesses for the company and the LGBTQIA+ & Allied communities across the the [sic] nation,” Thompson, who goes by the username “gaycruella” on Instagram, said in the caption.


His new position with Target is an “honor,” Thompson said.

Whether the multicultural merchandising lead will be successful is yet to be seen, but Target’s 2023 Pride month venture saw its stock plummet and the company lose billions of dollars.

Estimated losses due to boycotts related to pride-themed merchandise are reportedly around $15 billion.

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