Despite massive backlash from its customers and investors and plummeting sales earlier in 2023, Target has doubled down on its DIE (Diversity Inclusion Equity) agenda.

Target has hired Erik Thompson, who goes by GayCruella on social media, as its new “Senior (sexual minority) Segmentation Strategist and Pride Lead.”

The new hire comes in the midst of Target’s DIE Christmas merchandise rollout, which includes Pride-themed nutcrackers, a Santa Claus holding a Pride flag wearing a shirt that reads “Love is Love” and a black Santa Claus in a wheelchair.