Quick Hit:

Despite public pledges to step back from Diversity, Equity, and Inclusion (DEI) programs, Walmart continues to market LGBTQ-themed merchandise to children. A new report from the conservative watchdog Building America’s Future (BAF), obtained by Breitbart News, reveals that America’s largest retailer is still actively promoting sexualized and pride-branded content aimed at kids — even as it signals to consumers that it has moved on from the progressive agenda. Other major companies like Target, Walgreens, MAC Cosmetics, and even Sesame Street are also named for pushing similar content.

Key Details:

• BAF’s report — “Pride Watch: How Big Retail Secretly Targets Children with LGBTQ+ Merchandise” — accuses Walmart of continuing to market “sexualized LGBTQ products directly to children.”

• Items cited include rainbow-themed Barbie shirts, My Little Pony pride apparel, and children’s rainbow tube socks. One youth shirt features the full “progress pride flag” design.

• Despite promises to clean house, Walmart’s site still hosts “Crossdressing Lingerie Panties” and chest binders marked as age-appropriate for minors.

Diving Deeper:

Walmart’s shift away from DEI programming in November 2024 was framed as a response to mounting backlash from customers and shareholders alike. But Building America’s Future, a nonprofit organization committed to exposing cultural Marxism in U.S. institutions, found that the retailer’s pivot appears to be little more than public relations theater.

According to BAF, Walmart continues to offer children’s apparel emblazoned with LGBTQ messaging — including a Barbie shirt that reads “Barbie, Own Your Unique” set against the colors of the progress pride flag, a design that adds black, brown, pink, and blue stripes to represent racial and transgender inclusion. Items such as pride-themed socks for babies and My Little Pony shirts also remain readily available.

However, the group’s most troubling discovery involves sexualized merchandise showing up in age-filtered searches. For example, the report cites Walmart’s site listing “Crossdressing Lingerie Panties” and chest binders — products that promote gender transition — under categories for minors. One chest binder is advertised as providing “extreme” flattening and promoting “a masculine looking chest.” Another item aimed at girls promises to make wearers “more charming and handsome.”

Walmart’s ongoing participation in what critics label as gender ideology marketing stands in contrast to its own November 2024 announcement, in which it claimed it would halt sales of third-party LGBTQ+ merchandise marketed to kids and reevaluate grant funding for pride-related events.

The report doesn’t stop at Walmart. Walgreens, for instance, carries Disney’s “cutie cuff” pride collection, and Target — while scaling back on pride-themed apparel for children — continues to sell books such as ABC Pride, A Kids Book About Pride, and Pride Puppy! that normalize LGBTQ themes for young readers. Meanwhile, MAC Cosmetics partnered with transgender artist Kim Petras to headline its Viva Glam pride campaign, and even Sesame Street took to social media to kick off the month with LGBTQ messaging.

The 47th President of the United States, Donald J. Trump, has taken a vastly different approach. His administration has ignored pride month entirely, reflecting the clear will of voters who rejected radical gender ideology at the ballot box.

BAF’s report acts as a warning shot to conservative Americans who believed the retail industry was backing down after Bud Light’s collapse and Target’s backlash in 2023. While companies may have toned down their rainbow-themed aisles, many have simply buried their agenda deeper — embedding it in clothing, books, and subtle messaging aimed at young minds.

As the battle over cultural values intensifies, this revelation serves as another reminder that even corporations claiming neutrality are often still quietly advancing a progressive ideology — one that many Americans have already rejected.

"2023.06.10 Capital Pride Parade" by Ted Eytan licensed under (CC BY-SA 2.0)