Sainsbury’s have pulled a Grinch Christmas card from their stores after it was called ‘transphobic’ and allegedly ‘invalidated the lived experiences of trans people’.
The card depicted the Dr Seuss character, The Grinch, alongside the caption: ‘This Christmas, I’m identifying as a Grinch.’
But it was swiftly removed from shelves by the supermarket after trans journalist, Sophie Molly, spotted the card and posted it on social media, writing: ‘Transphobic Christmas card in my local Sainsbury’s (Berryden). Please do better Sainsbury’s.’
Trans campaigners describe the phrase ‘identifying as’ in contexts like this as an anti-trans dog whistle, as it suggests a person can choose their gender to be anything.
Indeed, the card was met with backlash from the trans community, who said it was ‘belittling’ and ‘worrying’.
Ms Molly told PinkNews: ‘Cis people [a person whose gender identity matches their sex at birth] saying they identify as something like a tomato, attack helicopter or a Grinch invalidates the lived experience of trans people.
‘When you consider the current UK climate of trans hostility, I feel that it’s a worrying sight.’
The card’s publisher apologised in response and said it would immediately remove the design from sale.
The card was spotted by trans journalist Sophie Molly in her local Sainsbury’s store in Scotland
The journalist posted it to the social media site Bluesky and called it ‘transphobic’
Jennie Rutter, the creative director at the publisher, told PinkNews: ‘It was in no way our intention to cause anyone in the trans community offence. We will remove this design from our range immediately.’
But others disagreed. One gender critical campaigner, Venice Allan, told the Telegraph that the decision to remove the card was ‘extreme’.
Ms Allan said: ‘I think a lot of people would have liked that Christmas card.
‘It shows you how people are laughing at this idea of identifying as transgender and social justice discourse in general.
‘It also shows you how actually, no, we’re not allowed to laugh at this thing that everybody’s laughing at.’
A spokesman for Sainsbury’s said: ‘At Sainsbury’s, we’re committed to being an inclusive retailer where people love to work and shop.
‘We offer a wide selection of Christmas cards and our ranges vary each year, so there’s something for everyone.
‘We value all customer feedback on this year’s designs.’
It is understood the card will be pulled from Sainsbury’s stores across the UK in the coming days amid backlash from the trans community.
