Target is pulling some LGBTQ merchandise from stores that it rolled out for Pride Month after confrontations with customers.

“Since introducing this year’s collection, we’ve experienced threats impacting our team members’ sense of safety and well-being while at work,” Target said in a statement to USA TODAY. ”Given these volatile circumstances, we are making adjustments to our plans, including removing items that have been at the center of the most significant confrontational behavior.”

Items that have drawn negative attention include “tuck friendly” women’s swimsuits that allow trans women who have not had gender-affirming operations to conceal male genitals. Target did not say which items it was removing.

Fox News reported Tuesday that some Target stores, most of them in the rural South, were trying to avoid a “Bud Light situation” by relocating some Pride merchandise after conservatives complained, referring to the backlash against parent company Anheuser-Busch since it featured a transgender influencer Dylan Mulvaney in a promotional campaign.

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The pullback comes as far-right social media accounts including Libs of TikTok and Gays Against Groomers whip up anti-LGBTQ sentiment against corporations celebrating Pride Month.

“The goal is to make ‘pride’ toxic for brands," tweeted one activist. "Target deserves the Bud Light treatment. We will work to put the pressure on them."

LGBTQ groups condemned Target for bowing to pressure from "fringe" groups.

“Anti-LGBTQ violence and hate should not be winning in America, but it will continue to until corporate leaders step up as heroes for their LGBTQ employees and consumers and do not cave to fringe activists calling for censorship," Sarah Kate Ellis, president and CEO of GLAAD, said in a statement. "The fact that a small group of extremists are threatening disgusting and harsh violence in response to Target continuing its long-standing tradition of offering products for everyone should be a wake-up call for consumers and is a reminder that LGBTQ people, venues, and events are being attacked with threats and violence like never before."

Target has been celebrating Pride Month for a decade with an array of clothing, books and furnishings. The merchandise has been on sale since early May. Pride Month is held in June.

Several videos have falsely claimed that Target is selling “tuck friendly” swimsuits for kids or in kids’ sizes.

The backlash comes at a divisive moment for transgender rights.

Hundreds of bills targeting LGBTQ people – particularly transgender people – have been introduced by Republican lawmakers in statehouses across the country. The legislation seeks to regulate what bathrooms they can use, what medical care they can receive and what sports teams they can play on.

“Extremist groups and individuals work to divide us and ultimately don’t just want rainbow products to disappear, they want us to disappear," Kelley Robinson, president of the Human Rights Campaign, said in a statement. "For the past decade, the LGBTQ+ community has celebrated Pride with Target ?it’s time that Target stands with us and doubles-down on their commitment to us."

This article originally appeared on USA TODAY: 'Bud Light situation'? Target is removing Pride merchandise from stores