Walmart could be the next target of criticism from conservatives, as the shopping giant has unveiled a new collection of LGBT merchandise by partnering with gay- and lesbian-owned companies.

The items, which range from clothes and hats to school supplies and pool floats, are part of the retailer’s Pride Always collection.

“We couldn’t be prouder of this year’s LGBTQIA+ founders & designers,” a social media post from Walmart reads. “Today. Tomorrow. Always.”

Some of the items available for purchase can only be bought online, while other items are being made available both online and in stores.

The unveiling of Walmart’s collection follows rival Target’s announcement that it plans to scale back its LGBT products this year to mostly online sales. The retailer told the Washington Examiner that the collection “has been curated based on guest insights and consumer research.”

In 2023, Target’s Pride collection generated controversy largely because some of it was marketed toward children. As a result, the company either moved its displays of LGBT merchandise to the back of its store or removed them entirely.

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Anheuser-Busch is another brand that has received pushback over its embracing LGBT marketing, as a social media post featuring transgender activist Dylan Mulvaney resulted in major controversy for Bud Light. The iconic beer brand still has not fully recovered a year after the post was made online, as many called for a boycott of the drink.

The Washington Examiner reached out to Walmart for comment.