Mattel, the iconic toy manufacturer known for its Barbie dolls and action figures, recently found itself at the center of controversy due to a significant error on its packaging for the newly released "Wicked" dolls. These dolls, modeled after the characters from the highly anticipated film adaptation of the beloved Broadway musical, have been pulled from store shelves after the packaging mistakenly directed customers to a pornographic website instead of the official film site.
The issue arose when the dolls, depicting prominent characters from the musical—played by Cynthia Erivo and Ariana Grande—were packaged with the web address Wicked.com on their boxes. Unfortunately, Wicked.com is associated with Wicked Pictures, known for producing adult films, rather than the intended official site, WickedMovie.com, which promotes the upcoming musical film.
Mattel issued a public apology after the misprint came to light, stating, "Mattel was made aware of a misprint on the packaging of the Mattel Wicked collection dolls, primarily sold in the U.S., which intended to direct consumers to the official WickedMovie.com landing page. We deeply regret this unfortunate error and are taking immediate action to remedy this." The company went on to advise parents to either discard the packaging or obscure the incorrect link, citing the listed website as "not appropriate for children."
Reports indicate the dolls, which were already available at major retail outlets such as Target, Amazon, Walmart, Kohl's, Best Buy, and Macy's, have been swiftly pulled from shelves. The toy is typically aimed at young children ages four and older, adding to the gravity of the situation as concerned parents reacted to the potential exposure of their kids to adult content.
Interestingly, some individuals who purchased the dolls before the recall are now trying to cash in on the blunder. Listings for the items with the misprinted URL have appeared on eBay, with prices ranging dramatically; some are listed for as little as $6.50, whereas others are asking for as much as $1,300, marketed as "rare" due to the printing error. This trend has sparked discussions among collectors and fans of the film, echoing sentiments about the allure of rare merchandise.
Social media exploded over the weekend, with users posting screenshots and comments about the snafu, many expressing disbelief at the mix-up. Memes and jokes circulated quickly, poking fun at how the toys—meant to be innocent keepsakes celebrating the musical—became unexpectedly linked to adult entertainment. One user tweeted, "hey can someone tell mattel to check their links before printing?" alongside a snapshot of the error.
The "Wicked" movie itself is set to hit theaters on November 22, generating hypes such as merchandise collaborations across various brands, including makeup, drinkware, and even themed mac and cheese products. With such high anticipation surrounding the film's release, the marketing misstep overshadowed the excitement for what many hope will be a spectacular adaptation of the stage musical.
While Mattel did not clarify how long it would take to correct the packaging or resend the dolls to retailers, the incident serves as a cautionary tale for brands about the importance of quality control. The backlash and subsequent recall highlight not only the potential pitfalls of marketing missteps but also the rapidity with which social media can amplify both outrage and humor.
Collectors and "Wicked" fans waiting for the official dolls may now have to be patient as Mattel scrambles to rectify its error. The fate of the dolls—and potential collectors' market—will likely depend on how adeptly the company navigates this bump in the road. With the film debut approaching, how Mattel handles the situation moving forward remains to be seen, as they might need to weave some magic to restore consumer trust and excitement.
