Transphobic Christmas card ‘destroyed with immediate effect’ by designers after backlash
The card was created by Emotional Rescue in collaboration with Paper Salad and is on sale at Sainsbury’s (Nathan Stirk/Getty Images/Sophie Molly)
The card was created by Emotional Rescue in collaboration with Paper Salad and is on sale at Sainsbury's (Nathan Stirk/Getty Images/Sophie Molly)
A greeting card illustrator and publisher have removed a Christmas card from sale and “destroyed all stock with immediate effect” after the trans community criticised the use of a tired, transphobic ‘joke’.
The card, produced by Emotional Rescue in collaboration with Paper Salad, was spotted at the Berryden branch of Sainsbury’s in Aberdeen by trans journalist Sophie Molly.
For the price of £2.75 the card features a cartoon image of Dr Seuss’ famously anti-festive character The Grinch in a Santa hat and brightly patterned jumper, alongside the caption: “This Christmas, I’m identifying as a Grinch.”
Sharing an image of it on her Bluesky account, Molly wrote: “Transphobic Christmas card in my local Sainsbury’s (Berryden). Please do better Sainsbury’s.”
The phrase “identifying as” is an anti-trans dogwhistle and has long been used as a derogatory way of describing trans people and invalidating their gender, whereby it suggests a person’s gender being anything other than what fits neatly into the cis male/female binary is something people can ‘choose’.
It’s use particularly arose from the transphobic internet meme “I sexually identify as an attack helicopter” which started as a copypasta in the 2010s and was, also infamously, the title of a controversial 2020 short story published in Clarkesworld Magazine.
As the 11th edition of GLAAD’s media guide highlights, people should avoid using the term “identifies as” in reference to members of the trans community because it “implies that gender identity is a choice”.
Speaking to PinkNews, Molly said she feels the card “belittles the identity of trans and non-binary people”.
“Trans people don’t choose to identify as their gender – it’s part of who they are,” she explained. “Being trans is not a choice.
“Cis people saying they identity as something like a tomato, attack helicopter or a Grinch I feel invalidates the lived experience of trans people.
“It tells the world that they think it’s a choice to be trans, something you can switch in and out of, like playing dress up. This is not true.
“Being trans or non-binary is not something you can switch off, in the same way a cis person can’t switch off being cis.”
Molly noted some may say “‘it’s just a silly card'” but said: “When you consider the current UK climate of trans hostility, I feel that it’s a worrying sight.”
“Sainsbury’s must do better if they want to make all customers feel welcome in their shops,” she added.
Molly’s view was shared with others who responded to her post on the social media platform.
“God this unfunny s***** is so r/onejoke worthy,” one Bluesky user said in response.
“Well I’m now ‘identifying’ as an Asda shopper so go f*** yourselves Sainsbury’s. Might as well be selling tinsel for attack helicopters,” a second said.
“Sainsbury’s. You’re better than this. Where’s your quality control?” a third questioned.
PinkNews contacted Emotional Rescue about the criticism of the card and Jennie Rutter, creative director at the publisher, said the company “sincerely apologises”, adding: “It was in no way our intention to cause anyone in the trans community offence.”
“We will remove this design from our range immediately,” Rutter confirmed.
Jack Wilson, operations director at Paper Salad, explained Emotional Rescue publish the collaboration which Paper Salad illustrates for.
“However, due to our contribution to the card, I’d like to apologise on behalf of Paper Salad for any offence caused,” Wilson told PinkNews. “This was not our intention.”
“We have removed the design from sale and destroyed all stock with immediate effect,” Wilson confirmed.
A spokesperson 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.”
