Shoppers are being urged to boycott Target in response to their Pride collection for children, with one activist group accusing the retailer of 'indoctrinating and grooming' young people, calling it 'highly inappropriate and disturbing.'

A former Target customer said the company 'deserves the Bud Light treatment' -  a reference to the boycott sparked by Bud Light's decision to partner with transgender influencer Dylan Mulvaney. 

The disastrous marketing decision wiped $6 billion off the value of the company and saw sales plummet.

Target has supported Pride - celebrated throughout the month of June - every year since 2013.

This year's collection features a range of clothes and home goods, including lime green adult romper suits with the word 'gay' on the back; a 'Live Laugh Lesbian' t-shirt; and a mug emblazoned with the words: 'Gender Fluid'.

It was the collection for children, however, that sparked anger.