Disney accused of brownface over 'Moana' costume, pulls it out from website and stores
Over the weekend, Disney had released a new Halloween costume on its online store, but it had come under fire for doing so. The costume was inspired by the upcoming film “Moana.”
Unlike its Buzz Lightyear spacesuit or Elsa princess gown, this costume depicted skin, brown skin, covered up in tribal tattoos. The costume is that of Maui, a demigod in Polynesian mythology, voiced by Dwayne “The Rock” Johnson. The getup had a long-sleeve brown shirt and long pants featuring full-body tattoos. It came with a fake shark tooth necklace and green-leaf skirt.
Disney’s online store also offered boy’s pyjamas and a men’s t-shirt in a similar design, but these both were no longer available on Wednesday. The advertisement on Disney Store website read that “our little one will set off on adventures in this Maui costume.”
Co-leader of New Zealand’s Maori Party Marama Fox accused Disney of aiming to “make a profit off the back of another culture’s beliefs and history.” The costume had provoked criticism from people claiming that Disney is appropriating Polynesian culture and promoting “full-body brownface.”
Dear #Disney , our brown skin is not a costume. Get outta here with that crap. Sincerely, a furious brown skinned Pacific Islander. #Moana
— taleifiji (@TaleiFiji) September 19, 2016
The pe`a is a sacred tattoo and selling a costume of it is offensive to Samoan and other PI cultures. NOT OK @DisneyMoana. #disney #moana
— Kelly Davis Naea (@kellydavisnaea) September 19, 2016
so today in can you believe that actually happened, disney decides to make racially inappropriate costumes for children #decolonizemoana
— katt (@kattparry) September 19, 2016
The New Zealand Human Rights Commission called on Disney to take note. “Right now Polynesian people from across the Pacific region are voicing their views about this costume and it’s their voices that are important right now,” it said.
In light of this, Disney has now pulled out the costume from its website. Disney apologised in a statement on Thursday and said it regrets offending people with the outfit.
“The team behind ‘Moana’ has taken great care to respect the cultures of the Pacific Islands that inspired the film,” reads the statement. “We regret that the Maui costume has offended some. We sincerely apologise and are pulling the costume from our website and stores.”
“Moana” is due for release in November. The animated film is about a teenager who sails through the South Pacific to a renowned island. She meets Maui, revered in Polynesian oral traditions and viewed by some Pacific Islanders as an ancestor, who helps her to explore the ocean.
