Walmart is promoting LGBTQ merchandise for “Pride Month.”

“It’s important to me to share my art,” one creator of Walmart’s Pride collection says in a video.

Another individual says in the video, “There’s a lot of opportunity to uplift with a bit of playfulness and imperfection.”

Walmart wrote on Instagram, “Not just a slogan. #PrideAlways is a reminder to lead with love.​”

The move follows Target’s widespread backlash last year for its own promotion of Pride materials.

Target has since announced that this year’s promotion of Pride content will be limited to select stores.

In a press release, Target said, “We’re offering a collection of products including adult apparel and home and food and beverage items, curated based on consumer feedback. The collection will be available on Target.com and in select stores, based on historical sales performance.”