Toy manufacturer Mattel has found itself at the center of controversy after mistakenly printing the web address for a pornographic site on the packaging of its newest "Wicked" dolls. This unexpected blunder has drawn widespread attention, primarily due to the inappropriate nature of the misprinted link paired with toys aimed at children.
Mattel issued a public apology shortly after the issue gained traction on social media over the weekend. The dolls, tied to the upcoming film adaptation of the beloved Broadway musical Wicked, were supposed to direct consumers to the official film website, wickedmovie.com. Instead, the printed link led to wicked.com, which offers adult content and requires users to be at least 18 years old to view.
The company stated, "Mattel was made aware of a misprint on the packaging of the Mattel Wicked collection dolls, primarily sold in the U.S., intending to direct consumers to the official WickedMovie.com landing page," adding, "We deeply regret this unfortunate error and are taking immediate action to remedy this." According to Mattel, the company is investigating the issue as they work on rectifying the situation.
The mishap was first reported by Dan Goodwin, who purchased one of the dolls as a gift for a relative. Upon checking the link printed on the packaging, he was surprised to find himself directed to the adult site rather than to wickedmovie.com, the film’s legitimate promotional page.
Goodwin wasn’t alone; many social media users quickly caught onto the amusing yet alarming mistake, sharing images and notes about the gaffe. Comments ranged from thoughtful expressions of concern to humorous takes on what some depicted as the latest marketing disaster. One social media user even labeled it as "an insane oversight," highlighting the peculiar nature of such an error on children's products.
While the outrage has been significant, some took the incident as fodder for dark humor, with speculations soaring about whether the misprint might have been intentional. Still, the prevailing sentiment among parents remains deeply concerned, prompting Mattel to issue warnings to safeguard children from exposure to inappropriate content.
Alongside the apology, Mattel advised parents to discard the product packaging or obscure the link to prevent accidental exposure. Customers who have already purchased the dolls can contact Mattel’s Customer Service for more information on how to handle the situation. Notably, the dolls continue to be available for sale through various retail channels, though there's no confirmation if unsold inventory will be pulled from shelves.
The Wicked dolls are part of Mattel’s promotional push for the movie, which features big names within the industry, including stars Ariana Grande and Cynthia Erivo, who are set to play the leading roles of Glinda and Elphaba, respectively. With the film scheduled for release on November 22, the promotional marketing is ramping up, albeit now under scrutiny due to this misstep.
Despite the fallout from this unfortunate incident, Mattel aims to keep the launch on track, having previously unveiled the doll line earlier this year with promotional material showcasing the stars experiencing their products. While excitement for the film remains high, this marketing misfire serves as a stark reminder of the potential pitfalls within consumer product branding.
Moving forward, Mattel intends to take preventive measures to avoid similar incidents and reassures consumers their satisfaction and trust are top priorities. The misprint may have raised eyebrows and elicited laughter among some shoppers online, but it has also acted as a catalyst for discussions about product oversight within the toy industry and the level of diligence required when marketing to children.
