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Toy giant Mattel recently faced backlash after an unfortunate error with their new “Wicked” dolls. 

The dolls, based on characters from the upcoming movie adaptation of Wicked, were shipped with a misprinted URL on the packaging, leading not to Universal Pictures’ promotional website, but rather to an adult website.

 When Mattel became aware of the problem, they quickly pulled the singing dolls from retail shelves and issued an apology.

This weekend the issue caught attention on social media, where users posted images of the incorrect URL printed on the back of the doll boxes. Instead of linking to the intended official site, WickedMovie.com, the URL pointed to wicked.com, a site requiring visitors to be over 18.

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Mattel Issues 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,” the company said in a statement. 

“We deeply regret this unfortunate error and are taking immediate action to remedy this. Parents are advised that the misprinted, incorrect website is not appropriate for children.”

Mattel did not confirm if all unsold dolls with the incorrect link had been removed from stores. But on Monday, some listings of the “Wicked” dolls appeared unavailable on major retail sites like Amazon, Target, and Mattel’s own platform. 

Mattel is advising customers who already purchased the dolls to discard or obscure the packaging with the incorrect link. They also encouraged customers to reach out to their customer service team for further assistance.

What Caused the Error?

The error stemmed from a minor oversight: the incorrect URL, wicked.com, was printed just above the barcode on the back of the boxes. 

This minor detail has since turned the dolls into collector's items on resale platforms like eBay, where prices for dolls with the misprint box are climbing, with some deluxe models listed close to $2,000.

In a statement, Mattel revealed in June they had recently integrated generative AI into their design process. There is speculation about whether AI was involved in the packaging mishap. 

Although the exact cause remains unclear, this situation highlights the importance of quality control, especially as companies increasingly rely on automation in product design.

The “Wicked” Merchandise Frenzy

The dolls, part of a collaboration with Universal Pictures, feature characters Glinda and Elphaba, played by pop star Ariana Grande and actress Cynthia Erivo.

 Mattel originally promoted the innovative singing dolls back in July. The company marketed with the rising excitement around the new “Wicked” movie adaptation.

The “Wicked” movie adaptation, based on the beloved Broadway musical, is expected to be a major family-friendly hit at the box office. 

The film has been split into two parts, with the first scheduled for release on November 22, and the second in fall 2025. In anticipation of the movie's release, Mattel and other manufacturers have produced a range of “Wicked” merchandise. 

However, this recent blunder may cast a shadow over Mattel’s launch of the “Wicked” toy line as the company navigates through its apology and recalls.

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