Mattel apologises for 'misprint' on Wicked dolls linking to adult site
The toy maker has issued am apology after an error on its ‘Wicked’ doll packaging directs to an NSFW website.
Toy giant Mattel has apologised after a mistake on the packaging of its newly launched Wicked dolls linked to a pornographic website.
The packaging, intended to promote the upcoming Wicked movie starring Ariana Grande and Cynthia Erivo, instead featured a web address leading to an adult site, causing concern among parents and fans. The dolls, released on 26 September, were stocked in major retailers such as Target, Amazon, and Walmart in the US.
The Wicked doll collection includes characters like Glinda and Elphaba, modelled after the stars of the upcoming film adaptation of the beloved Broadway musical. Each doll, priced at $39.99 (£31), comes with intricate details matching the on-screen portrayals.
However, eagle-eyed customers recently noticed that the website printed on the packaging—intended to direct buyers to the movie's official website—linked to an explicit adult site instead.
The issue first came to light on 9 November when Sarah Genao, a customer in the US, posted images of the dolls’ packaging on X (formerly Twitter). “The official Mattel Wicked dolls link to a porn site on the box,” she wrote, sharing photos and videos of the error.
The link was meant to guide users to the movie's promotional website. The mistake appears to have affected multiple doll boxes, but other merchandise for the film, such as LEGO sets and Betty Crocker baking kits, was confirmed to be unaffected.
Parents and fans expressed frustration online, with one social media user calling it “an insane oversight” and another questioning why such a mistake wasn’t caught earlier for a product aimed at children.
“This might be the biggest fail in official merch history,” wrote another user on X.
In a statement to media outlets, Mattel acknowledged the error and issued an apology.
“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 statement read.
The company has advised parents to discard the misprinted packaging or obscure the incorrect URL. Customers can also contact Mattel’s Customer Service team for more information.
This error has sparked a wave of concern among parents and toy collectors alike. Mattel’s swift acknowledgment and commitment to resolving the issue have been well-received, but it remains to be seen whether a full recall will be issued.
The highly anticipated Wicked film, featuring Ariana Grande as Glinda and Cynthia Erivo as Elphaba, is set to hit cinemas on 22 November, with the second part scheduled for release in November 2025.
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Ruairidh is the Digital Lead on MadeForMums. He works with a team of fantastically talented content creators and subject-matter experts on MadeForMums.
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