Mattel Expresses Strong Regret Over ‘Wicked’ Dolls Packaging Error That Leads to Adult Website

NEW YORK (AP) — Mattel, the toy industry powerhouse, has expressed its profound regret over a packaging blunder involving its “Wicked” movie-themed dolls. This mistake inadvertently directs customers to an adult website, raising eyebrows on social media over the weekend.

The controversy emerged as users began to highlight the URL printed on the back of the dolls’ boxes. Instead of directing buyers to the official Universal Pictures’ WickedMovie.com page, it led to a site requiring visitors to be over 18 to enter, sparking widespread discussions online. These special edition dolls feature characters from the film adaptation of the beloved Broadway musical “Wicked,” which is set to debut in theaters later this month.

In response to the situation, Mattel released a statement to The Associated Press, acknowledging the misprint on the “Wicked” collection dolls, primarily sold in the U.S. The company stated, “We deeply regret this unfortunate error and are taking immediate action to remedy this.” However, details about the specific measures being implemented, such as whether unsold stock containing the erroneous link will be removed from storefronts, remain unclear.

As of Monday morning, it appeared that many of the “Wicked” dolls had already been pulled from store listings, with some retailers like Amazon and Target reporting them as out of stock.

For customers who have already purchased the dolls, Mattel is advising them to either discard the packaging or cover up the problematic link. The company encourages buyers to reach out to its customer service for further assistance regarding the issue.

The toy line, which was introduced earlier this year, features singing dolls of the characters Elphaba and Glinda, portrayed by Cynthia Erivo and Ariana Grande, respectively. In July, an Instagram promotion excited fans as the stars experienced the dolls for the first time.

The film adaptation of “Wicked” has been divided into two installments, with the first part set to land in theaters on November 22. A second installment is planned for release in the fall of 2025, promising to build on the captivating story of the Broadway musical.