Updated June 14, 2018 1:42 PM EDT
American Greetings, the largest producer of greeting cards in the world, says that an attempt to be "playful" missed the mark, and as a result is throwing out a Valentine's Day card Father of the shelves of retail throughout the country.
The card in question, sold in approximately 5,300 large boxes, pharmacies and grocery stores across the country, shows a black couple kissing with the phrase "Baby Daddy" in the forefront. Inside, the card says: "You are a wonderful husband and father, and I am very grateful to have you as my partner, my friend and my baby dad! Happy Father's Day"
After finding the card at a Target store last month, an angry Takeisha Saunders took to social media: "YOU CAN NOT be seriously Target! For real!!!?!!!!? This was the only Father's Day card that had a black couple !!! "noted the Dallas resident, who added the hashtags: #OurVioReally #NotMyNarrative # HowAboutHushband #HowAboutLove #HowAboutJustDad.
The message led to images of the card being distributed online, prompting a stream of comments on social networks and an attempt to correct by American Greetings.
In response to complaints, the card is being withdrawn from about 900 stores Target.
"We learned about some concerns about this card last week and we are working with our provider to have it removed from Ta stores. rget, "said a spokesman for the retailer, wh Ich operates more than 1,800 stores nationwide. "We appreciate the comments and apologize, it is never our intention to offend any of our guests with the products we sell."
American Greetings said that the discussion did not take into account the wording inside the card, saying that the clear copy that the card was "created for, and directed to, a loving spouse".
"However, now we see that the first page, taken out of context, can communicate an involuntary meaning that we are against perpetuating." a company spokesperson sent by email.
"We have notified our store merchants to remove the card from all retailers' shelves and we apologize for any offense we have caused," the spokesperson said.
© 2018 CBS Interactive Inc. All rights reserved.