'Fixer Upper' stars Chip and Joanna Gaines spark backlash over new Target line

Chip and Joanna Gaines have found themselves embroiled in scandal over their new Target line.

The "Fixer Upper" stars announced last week that they've partnered with the mega retailer on a new home line -- Hearth & Hand with Magnolia.

The collection will include 300 items spanning tabletop, home décor and giftables. While Target is famously known for its limited-time collaborations, its partnership with Chip and Jo will last multiple years and the products will refresh season after season.

In a blog post, Chip revealed that he and Jo partnered with Target because it's "the gold-standard when it comes to generosity and giving."

While the bombshell announcement sent their loyal fanbase into a tizzy, others slammed the couple, who have been praised in the past for their commitment to Christianity and traditional marriage, for their business decision.

17 PHOTOS
Inside Chip and Joanna Gaines' home
See Gallery
Inside Chip and Joanna Gaines' home
Played in the dirt this weekend and spruced up the front porch with a variety of hydrangea plants. Now time for a Sunday nap 💚 #homebody #andplantladytoo
It's time for bed but I was determined to find a perfect spot for this metal verse. #fourthtimesthecharm
One day I will show you what's inside this extra large hutch... #dishjunky #farmhouse
May your day be Merry and Bright! #merrychristmas
Rearranging living room today made the space feel so much bigger. #monstertreeisgone #rearranginganditfeelssogood #farmhouse
This rainy day is making it really hard for me to leave for work. #homebody
I may have gained ten pounds today... #christmasbaking
Formal sitting room turned office. Chk out the details on my site. #makeyourspacesworkforyou
Day 10: allergies aren't fun and they got the best of me tonight. So I did some sit ups and called it a day. Showing up is the hardest part #healthybody #healthymind #youcandoit
Excited to announce that soon and very soon you will be able to get the farmhouse style online and at our storefront boutique! #openingmay2014
A farmhouse for the dolls, fairies, and other lucky miniatures. #farmhouse
The hardest thing about bunk beds is when you have to actually make the bed. I just got simple striped sheets #potterybarn and a nice throw blanket #target for the edge of the bed. This cuts the time in half and it still has a finished casual look
Boys bathroom after a good cleaning. #howdoesitgetsodirty #farmhousestyle magniolia farms vanity built by @ckharp
Upstairs reading nook #ifonlyiwasareader #farmhouse
Are you crafting this summer? #imnotbutwishiwas #createandinspire
The jasmine vines are finally doing their thing and framing out the front of the greenhouse
HIDE CAPTION
SHOW CAPTION
of
SEE ALL
BACK TO SLIDE

A number of Twitter users called the Gaines' partnership with Target hypocritical because of the retailer's controversial policy on transgender bathroom use. Target's policy allows people to choose the bathroom that corresponds with the individual's gender identity, as opposed to their biological gender assignment.

"I don't shop Target anymore. I wish you would had followed your Christian values instead of the almighty dollar. Lost a little respect," wrote one Twitter user.

Another person wrote: "Really disappointed you guys would partner with a company that exalts what God specifically condemns."

However, the response hasn't all been negative, many have taken to social media to express their excitement.

"So pumped for @Target 's partnership with Joanna and Chip Gaines this November!!" shared one user.

"Fixer Upper is going to start a line at Target??? Does Target want me to actually go broke???" another person hilariously posted.

Hearth & Hand with Magnolia debuts in Target retailers nationwide on November 5th, just in time for the holidays!

36 PHOTOS
Cutest photos of Chip and Joanna Gaines
See Gallery
Cutest photos of Chip and Joanna Gaines
Jo is always working.. #LookAtME!!
Tonight's episode is a unique one... Watch us take on a different kind of #fixerupper 9/8c @hgtv #🚣🏻🎣
"We were together. I forget the rest." - Walt Whitman & @jimmydon522 Happy Valentine's Day @joannagaines
On tonight's episode, Chip finally figures out his design style! 😉 It's a dramatic reveal you won't want to miss @hgtv 9/8c
I know it's going to be hard to sleep tonight. I won't be coming down your chimney tonight, or will I? 1 more day. #fixeruppereve is upon us.
NEW YORK, NY - OCTOBER 19: Chip Gaines and Joanna Gaines attend The Build Series to discuss 'The Magnolia Story' at AOL HQ on October 19, 2016 in New York City. (Photo by Laura Cavanaugh/WireImage)
NEW YORK, NY - OCTOBER 19: Chip Gaines and Joanna Gaines attend The Build Series to discuss 'The Magnolia Story' at AOL HQ on October 19, 2016 in New York City. (Photo by Laura Cavanaugh/WireImage)
NEW YORK, NY - OCTOBER 19: Joanna Gaines attends The Build Series to discuss 'The Magnolia Story' at AOL HQ on October 19, 2016 in New York City. (Photo by Laura Cavanaugh/WireImage)
WHAT!?! 📸@brockwayne
You're my cup of tea @joannagaines! All new episode of #fixerupper tonight at 9/8p CT on HGTV. #season5iscoming 📷: @matsumoto818
We had so much fun. Thanks so much for everyone that came and @johnnyswim for killing it. We should do this every weekend. #nofilter #silobration
We were honored to be able to share our story with @iamsecond Be sure to go catch the video on their website!
Beautiful night at the ballpark with my family.. And big win for the Bears! Congrats @BaylorCoachRod
NEW YORK, NY - DECEMBER 08: Chip Gaines and Joanna Gaines discuss their hit show 'Fixer Upper' at AOL Studios In New York on December 8, 2015 in New York City. (Photo by Brook Christopher/FilmMagic)
Y’all have heard me say it before that I’ve created a monster with this woman— I love watching Jo’s dreams come to reality and we are so excited to share this next project with you all! Hint: it's not a baby.
NEW YORK, NY - OCTOBER 19: The Build Series present Chip Gaines and Joanna Gaines to discuss their new book 'The Magnolia Story' at AOL HQ on October 19, 2016 in New York City. (Photo by Mireya Acierto/FilmMagic)
Last week's Bakery reveal was such a fun one! Watch an all new #fixerupper tonight at 9/8c @hgtv
So much fun this morning on the @todayshow ! Thks for watching!
Watch an all new #fixerupper tonight!! 9/8c @hgtv
THE CHEW - Chip and Joanna Gaines as well as Victoria Justice are the guests on Wednesday, October 19, 2016 on ABC's 'The Chew.' 'The Chew' airs MONDAY - FRIDAY (1-2pm, ET) on the ABC Television Network. (Photo by Lorenzo Bevilaqua/ABC via Getty Images) JOANNA GAINES, MICHAEL SYMON, CHIP GAINES
Happpppy New Year!!! 2017!! #adultonesies @chippergaines
NEW YORK, NY - OCTOBER 19: Joanna Gaines attends The Build Series to discuss 'The Magnolia Story' at AOL HQ on October 19, 2016 in New York City. (Photo by Laura Cavanaugh/WireImage)
Tonight is an all new special episode! It's the season four Clip show- full of out takes, bloopers and behind the scenes footage. You won't want to miss! 9/8c @hgtv
Such a fun night watching the episode with our amazing staff! We love our @magnolia family!! 💚 #magnoliachristmasparty2016
When you're doing an interview with @entertainmenttonight in Central Park and you think you're lookin' cute and then you see this.... Catch it tomorrow! I promise I don't do this the whole time 🙈
After we #silobrate we must eat tortillas and queso at the local Taco C! #idrathereatthansleep
It was windy up here but loved the view of downtown Waco. You see the Silos in the background?! #magnoliasilos #ALICObuilding @chippergaines
Selfies aren't our strong suit 🙈 @chippergaines
Today we got to reveal the bakery to our four favorite people! They loved getting to be on the other side of the canvas and be surprised 😍 #fixerupper
Chip taste tested (stuffed his face) all the final flavors for the bakery today. His personal favorite, the strawberries 'n cream cupcake. 🍓 We are super close to opening the new place! #chiptested #chipapproved #fixerupper 📷: @matsumoto818
Tonight's tiny house was a huge mess. #demoday photo courtesy of @Hgtv @rachel_whyte
Chk us out tomorrow night for our first Fixer Upper clip show! Get a behind the scenes look at our favorite moments, many many outtakes and bloopers. January 1, 9/8pm CST. @hgtv 📷: @matsumoto818
Fun day of filming on the farm 📷: @constance_atton #fixerupper #seasonfour @hgtv
NEW YORK, NY - DECEMBER 08: Chip Gaines and Joanna Gaines discuss their hit show 'Fixer Upper' at AOL Studios In New York on December 8, 2015 in New York City. (Photo by Brook Christopher/FilmMagic)
Oh me oh my. Chip getting ready to work the stage at our Magnolia employee Christmas party. #imscared
HIDE CAPTION
SHOW CAPTION
of
SEE ALL
BACK TO SLIDE

Read Full Story

Sign up for the Best Bites by AOL newsletter to get the most delicious recipes and hottest food trends delivered straight to your inbox every day.

Subscribe to our other newsletters

Emails may offer personalized content or ads. Learn more. You may unsubscribe any time.