Mattel, the toy giant behind iconic brands like Barbie and Hot Wheels, found itself embroiled in controversy after one of its recent products went out with the wrong web address printed on its packaging. The dolls based on the highly anticipated musical Wicked, which is set to hit theaters on November 22, accidentally directed consumers to an adult website instead of the intended link to promote the film.
On Sunday, the company issued a public apology for the mistake. According to Mattel, the error was due to a misprint involving the doll packaging for their Wicked collection, which features characters like Elphaba and Glinda, portrayed by Ariana Grande and Cynthia Erivo, respectively. The label originally meant to point fans to WickedMovie.com instead led them to wicked.com, which is not suitable for children.
When Dan Goodwin, a resident of Indiana, unboxed one of the dolls intended as a gift, he quickly noticed the surprising link. He initially sought to explore promotional opportunities tied to the musical and assumed the website would contain relevant content. What he discovered upon visiting the site surprised and dismayed him—it was not what he expected. Instead of movie-related material, Goodwin found himself redirected to adult-themed content.
Mattel, recognizing the blunder, assured the public of the steps they would take to solve the situation. “We deeply regret this unfortunate error and are taking immediate action to remedy this. Parents are advised to discard the product packaging or obscure the link,” the corporation said, directing serious caution toward parents about the mishap. Retailers including Target, Walmart, and Amazon halted the sales of the dolls amid the uproar, pulling the products from their shelves.
Consumers who had already purchased the dolls were left to their discretion. Many opted to retain the misprinted boxes as unusual collector's items, and listings began appearing on eBay, making them highly sought after. The asking prices for these dolls spiked significantly, with some being listed for as much as $450 depending on the condition and rarity of the packaging error.
Lawmakers and advocates for children’s safety expressed concern about the potential exposure to inappropriate content through these dolls, emphasizing the broader responsibility manufacturers have. Mattel's misunderstanding of the web address sparked debates about how brands should navigate the product safety environment, particularly when aimed at younger audiences. The initial profitability of the Wicked dolls is unlikely to see any damages from the temporary uproar, as the movie's marketing frenzy among fans continues.
Fans of Wicked are eagerly awaiting its theatrical release, and merchandise associated with the musical has already created significant anticipation. Long lines formed outside stores for limited-edition items, including famously sought-after tumblers produced by Stanley. This enthusiasm now contrasts sharply with the backlash against Mattel, which prides itself on nurturing children’s imaginations.
If the excitement leading up to the release of Wicked gives any indication, it’s likely the film will make waves at the box office. Fandango recently announced the movie achieved second-best first-day ticket pre-sales of 2024, and the most significant pre-sales for any PG-rated film this year.
The unfortunate incident of the misprinted web address isn’t expected to have long-term impacts on Wicked merchandise, with avid collectors continuing to seek out these specific versions of the dolls. Nevertheless, Mattel's response to the error reveals the challenge companies face when appealing to both nostalgic adult audiences and young children.
For now, Mattel remains focused on rectifying its mistake and restoring the reputation of its Wicked dolls. With the official site up and running, it’s hoped this slight misstep won’t overshadow the thrilling aspects of the much-anticipated film.
So, if you find yourself browsing the shelves for these Wicked dolls, be sure to check for the correct packaging, and be wary of the potentially scandalous link on the back! After all, not every collector’s item is meant to be so unexpected. Until then, it will be interesting to see how this story evolves as we approach the release of Wicked.
