Crayola posted three images of Gavino, including one where he is wearing a leopard-print jumpsuit and another with a lime green jacket with a chain bra as well as latex pants and high-heeled boots.
Crayola disabled all comments on Instagram and limited who could comment on Facebook.
Soon after the post was exposed, the hashtag #BoycottCrayola took off.
A Twitter user said, "Crayola Has lost me a customer. Crayola CEO: What does this have to do with crayons? #BoycottCrayola."
A concerned mother added, "WTH?! No more Crayola. There are a lot of other brands to buy from. #BoycottCrayola #gowokegobroke."
A woman wrote, "Really inappropriate content for children. Usually I buy a ton of supplies to donate, this year we will be leaving Crayola out of the donation. Kids don’t need to be taught about sexual preference or changing genders while trying to color."
A Facebook user declared, "Stop! Children need to be protected from this! It is sad when I want to go against the school supply suggestions and NOT buy Crayola. Get off the woke bus. Go woke, go broke."
Someone threatened, "I guess I’ll be switching the brand of crayons I buy for my children."
One person stated, "Thanks Crayola since you've decided to make this political. I'll NO longer be purchasing your product!"
A commentator said, "Our kids don't need to be pushed through media and this is messed up. I support LGBTQ but I don't support pushing our children in these ways. JUST LET THEM BE KIDS!"
Another advised, "Stick to crayons."
A social media user noted, "Just sell crayons, is it that hard?"
However, there were dozens of commentators who agreed with the crayon company posting a transgender activist on Crayola's social media page. The supporters claimed that "representation" and "equity" were important, some said the post was "amazing" and "fantastic."
Crayola became a wholly owned subsidiary of Hallmark Cards in 1984.