Mattel Issues Apology for X-rated Link on 'Wicked' Doll Boxes

Mattel, a leading toy company, has apologized following a packaging error on its 'Wicked' doll line which resulted in an X-rated website being printed.

The launch of the much-anticipated 'Wicked' musical worldwide has spurred companies to create various merchandise options for avid viewers. Fans eagerly queued to purchase exclusive pink and green tumblers at Target, released by Stanley.

In contrast, Mattel's 'Wicked' dolls were removed from store shelves because the URL printed on the boxes mistakenly led to an adult site.

The company expressed its apologies for the type error in a statement issued on Sunday.

"Mattel became aware of the printing mistake on the packaging for our 'Wicked' doll collection, aimed mainly at U.S. buyers, which was supposed to direct them to the official WickedMovie.com website," said a representative to Business Insider.

The boxes, featuring characters portrayed by stars like Ariana Grande and Cynthia Erivo, unfortunately contained a link to 'wicked.com,' intended for users 18 and older, rather than the movie's page. As a result, major retailers, including Target, Walmart, and Amazon, have removed the dolls from their platforms. Retailers did not provide comments to Business Insider when contacted.

Immediate Actions Taken by Mattel

"We sincerely regret this oversight and are promptly taking corrective measures," stated Mattel. "The misprinted website is unsuitable for children, and we urge parents to disregard it."

Mattel has advised customers who already possess the faulty boxes either to dispose of them or to physically obscure the incorrect link.

Interestingly, this mistake has led some collectors to hunt for these flawed dolls — perhaps to capitalize on the blunder.

Listings of the dolls with the error have surfaced on eBay, with prices now ranging from $70 to over $450, a significant rise from the original $25 retail price. An eBay sale concluded at $250, marking it as 'completed' on the resale site.

Although the 'Wicked' dolls can still be viewed on Mattel's official website, links for purchasing the dolls led to dead ends as of Monday.

'Wicked' is set to open in theaters on November 22, and all signs suggest potential blockbuster success. In October, Fandango reported that ticket pre-sales for the film's debut day were the second-highest of 2024 and the best among PG-rated films of the year.