A man wears a temporary tattoo of a Target logo superimposed on a rainbow flag.

Target has long been supportive of gay rights through its sponsorship of the Twin Cities Pride festivities in Minneapolis and its corporate policies protecting gay and lesbian employees. But the retailer came under fire a couple of years ago for a controversial political donation and for suing a gay marriage group for picketing outside its San Diego store.

This month, Target will release new Pride month merchandise, including beach towels, water bottles and a Harajuku Mini T-shirt featuring a rainbow design and the phrase “Love is Love.” The products will be sold on target.com beginning May 20.

Here’s the logo:

I’m curious how this will be received in a red state such as Oklahoma. Will Target alienate conservatives? Or win back support from the gay community? Or both? It’s impossible to make every consumer happy but I’m surprised a major retailer such as Target would make such a bold statement.

I love the quote I got from Josh Harney, who is on the board of directors of OKC Pride: “‘Love is love’ is not a controversial message,” he said. “It’s just equality.”

Comment below if you support Target or if the issue has you seeing red.