A festive card featuring the Grinch has been pulled from Sainsbury’s stores after concerns it mocked transgender identities.
A Christmas card featuring a cartoon of Dr Seuss’s Grinch with the message “This Christmas, I’m identifying as a Grinch” has been withdrawn from sale by Sainsbury’s, following complaints it was transphobic.
Trans journalist Sophie Molly raised concerns after spotting the card at a Sainsbury’s branch in Aberdeen. Posting a photo on the social media site Bluesky, she described the card as “transphobic” and called on the retailer to “do better”.
She later told PinkNews the wording “belittles the identity of trans and non-binary people” and misrepresents the lived experience of being transgender.
“The phrase ‘identifying as’ is often used to ridicule or dismiss trans people,” she said. “Trans people don’t choose to be their gender, just like cis people don’t choose to be cis. This kind of message contributes to a culture that treats gender identity as something trivial or silly. It’s damaging, especially in a climate where trans hostility is growing.”
The card had been published by Emotional Rescue and illustrated by Paper Salad. Both companies issued apologies and confirmed the design had been removed from sale.
“All remaining stock has been pulped,” said Paper Salad operations director Jack Wilson. “We did not intend to cause any offence and are sincerely sorry.”
Jennie Rutter, creative director at Emotional Rescue, said: “It was never our intention to upset the trans community. The card has been removed from our range with immediate effect.”
Sainsbury’s confirmed the card had been removed and said it would not feature in future ranges.
A spokesperson said: “We are committed to being an inclusive retailer where people love to work and shop. We offer a wide selection of cards each year and welcome feedback from customers.”
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