Not everyone is excited to welcome Target to the neighbourhood.

A Canadian ad from the major retailer has ruffled some feathers over its use of the 'Mr. Rogers' theme song 'Won’t You Be My Neighbor.'

"Like millions of others, I grew up with 'Mister Rogers' Neighborhood,' and as I got older I came to understand more of what Fred Rogers stood for in terms of his respect for his audience, and his desire to keep commerce as far away from his message as possible," a published email to the "guardians of the Fred Rogers legacy" reads. "I might have even shopped at Target, or at least looked inside its doors. Seeing those ads... has guaranteed that will never happen."

A blog has also criticized the ad, saying Target's "anti-worker actions in Canada do not fit with Mister Rogers’ values of compassion and kindness and respect."

The commercial, which first aired during the Academy Awards, features Canadian band Dragonette's electro-pop version of the song. Target’s iconic mascot Bullseye rides in a motorcycle sidecar that drives through Montreal streets, past children in a snowball fight, people skating at Toronto’s Nathan Phillips Square, and more Canadian scenes.

Target spokeswoman Lisa Gibson said earlier the ad was meant to highlight Canada’s communities.

For us, this campaign is really about neighbours and just to really build that relationship, so when we thought of neighbours, who springs to mind but Mr. Rogers?” she told The Huffington Post Canada.

Canadians also had a special connection to Mr. Rogers, who died in 2003; he came to Canada in 1963, and his show 'Misterogers' aired on CBC for three seasons.

Target did not immediately respond to a request for comment regarding the ad’s backlash.

William Isler, president of Fred Rogers Co., explained the decision to license the song to Target for its first ever commercial use.

When we were first approached by Target, we immediately felt very comfortable with the respect they had for Fred and his legacy. That is paramount to us,” he told the Globe and Mail in February.

Bob O’Gara, an advertising and PR professor at Point Park University, has pointed out that the song’s use may benefit the Fred Rogers Company, which produces children's "projects."

“The advocacy programs that they have, the kinds of things that they’re working with to keep that whole spirit alive, that’s money,” he said.

Three Target locations in Guelph, Ont., Fergus, Ont. And Milton, Ont. opened their doors on March 5.

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  • Target Opens In Canada

    A Canada flag flies on a customer's car parked in front of the new Target store in Guelph, Ont. on Tuesday March 5, 2013. Target's expansion into Canada is continuing in big way over the next two weeks as the American retailer opens 21 new stores in Ontario.

  • Target Opens In Canada

    Tony Fisher, President of Target Canada, speaks to the media during a tour of the new Target store in Guelph, Ontario. Target announced that it is opening three pilot stores in Guelph, Fergus and Milton, Ontario March 5, 2013, the first of 124 Target stores to open in Canada, Media were given a preview tour, Monday, March 4, 2013.

  • Target Opens In Canada

    Employees work on preparing the new Target store in Guelph, Ontario. Target announced that it is opening three pilot stores in Guelph, Fergus and Milton, Ontario March 5, 2013, the first of 124 Target stores to open in Canada, Media were given a preview tour, Monday, March 4, 2013.

  • Target Opens In Canada

    Employees welcome the first shoppers who lined up for the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    Hundreds of shoppers wait for the opening of the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    Tony Fisher, President of Target Canada, speaks to the media during a tour of the new Target store in Guelph, Ontario. Target announced that it is opening three pilot stores in Guelph, Fergus and Milton, Ontario March 5, 2013, the first of 124Target stores to open in Canada, Media were given a preview tour, Monday, March 4, 2013.

  • Target Opens In Canada

    Employees work on preparing the new Target store in Guelph, Ontario. Target announced that it is opening three pilot stores in Guelph, Fergus and Milton, Ontario March 5, 2013, the first of 124 Target stores to open in Canada, Media were given a preview tour, Monday, March 4, 2013.

  • Target Opens In Canada

    Employees work on preparing the new Target store in Guelph, Ontario. Target announced that it is opening three pilot stores in Guelph, Fergus and Milton, Ontario March 5, 2013, the first of 124 Target stores to open in Canada, Media were given a preview tour, Monday, March 4, 2013.

  • Target Opens In Canada

    Shopper Sam Skelhorn waits in a tent for the opening of the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    Hundreds of shoppers wait for the opening of the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    Employees welcome the first shoppers who lined up for the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    Hundreds of shoppers wait for the opening of the new Target store in in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • Target Opens In Canada

    First customers Scott Lester (left) and Sam Skelhorn exit the new Target store with their purchases in Guelph, Ont. on Tuesday March 5, 2013. The company is expected to open between 125 and 135 locations in Canada.

  • U.S. Retailers Coming To Canada: Bloomingdale's

    The iconic American upscale retailer is in talks with Hudson's Bay Company to become a "store within a store" at HBC locations in Canada. The move is seen as an attempt by The Bay to fight off the possible arrival of Nordstrom's (see next slide).

  • U.S. Retailers Coming To Canada: Nordstrom

    One of the most prominent competitors to Bloomingdale's, Nordstrom announced in September, 2012, that it plans to open locations in Cadillac Fairview-owned malls in Calgary, Ottawa and Vancouver. The stores will open in former Sears locations.

  • U.S. Retailers Coming To Canada: Marshalls

    Discount retailer Marshalls entered the Canadian market in March, 2011, and recently announced an expansion of six new stores in Ontario. At least a dozen of its 750 stores are now located in Canada.

  • U.S. Retailers Coming To Canada: Lowe's

    The home improvement retailer began moving into the Canadian market in 2007, with a store in Hamilton, Ontario. It has since expanded to 31 locations in Ontario and Alberta.

  • U.S. Retailers Coming To Canada: J. Crew

    Ritzy fashion chain J. Crew opened its first Canadian location in the summer of 2011, and immediately ran into public anger about the U.S.-Canada price gap. Shoppers complained that J. Crew's Canadian prices were about 15 per cent higher than in the U.S.