The Target Corporation has just launched a line of rainbow-studded t-shirts supporting gay pride season, aiming to donate up to $120,000 of the proceeds to the pro-gay Family Equality Council. 

This may come as a shock to many gay rights activists, who remember Target sadly for its past contributions to MN Forward, a group that supported anti-gay political candidate Tom Emmer. However, Target also gets consistently high rankings on the Human Rights Campaign’s Corporate Equality Index, and it’s a sponsor of Minneapolis-area Pride events. 

“Target is not anti-gay,” Michael Francis, Target’s executive vice president and chief marketing officer, told The Los Angeles Times. “It’s important to set the record straight and provide some context.”

The shirts are apparently only available online and through the month of June. Get yours here. And in the meantime, what do you think about this? Is it a change of heart, or has Target always been allied?