Batteries Included? Mattel’s ‘Wicked’ Dolls Put The Action In Action Figures

Insert the Ray Bradbury novel title here: Mattel’s latest marketing mishap has redirected unsuspecting customers from a favorite childhood story to an adult-only website in a move that has left many parents speechless. This blunder comes as the toy giant launched its “Wicked” dolls collection, inspired by the much-anticipated film adaptation of the Broadway hit.

What was meant to be a straightforward promotion for the upcoming movie, starring Ariana Grande and Cynthia Erivo, turned into a PR nightmare when eagle-eyed consumers realized the packaging directed them to a pornographic site. The incorrect URL bears the name of a film studio far from child-friendly themes, leading to more than just confusion among parents.

The intended link should have led consumers to WickedMovie.com, the movie’s official site featuring trailers, showtimes, and other family-friendly content. Instead, the misprint points to a site that requires users to verify their age—definitely not what you’d expect on your child’s toy box.

Mattel swiftly issued an apology, expressing “deep regret” over the incident and promising immediate corrective action. The company advised parents to discard or obscure the misprinted packaging to prevent further mishaps. They also confirmed that the dolls were primarily sold in the U.S., though the extent of the misprint’s reach remains unclear.

Parents, understandably concerned, have taken to social media to express their dismay and share solutions for others who might be caught off-guard by this printing oversight. Some have even humorously noted how this could become a cautionary tale in ensuring that our kids’ toys don’t come with surprise adult content.

The official Mattel Wicked dolls link to a porn site on the box 😭😭 pic.twitter.com/iW4mNVAlPE

— just2good (Sarah Genao) (@just2goodYT) November 9, 2024

For now, retailers, including Walmart, Macy’s, and Target, have pulled the dolls from their shelves. Meanwhile, opportunistic sellers have listed the error-laden toys on eBay, with prices soaring to $500 under the guise of “RARE URL ERROR MISPRINT.”

Mattel is working on updating the product packaging but hasn’t provided a timeline for when corrected versions will be back on the market. In the meantime, parents are encouraged to double-check toy packaging and stay informed with updates directly from Mattel’s website.

This unexpected twist in Mattel’s marketing saga serves as a bold reminder to all parents—always read the fine print, even if it’s on your kid’s favorite magical toy package.