Mattel apologises for porn site misprint on 'Wicked' doll packaging

Global toy company Mattel has apologised for misprinting a link to a pornographic site on the packaging of its latest “Wicked” dolls. 

According to netizens on X, the boxes of the special-edition dolls included a web address leading to a pornographic site, which requires users to be 18 years or older to access.  

The blunder has triggered a public outcry. A check by MARKETING-INTERACTIVE saw on X that some netizens said this is no longer a mistake as it’s the second incident happening in the past year, while some said the label has to be reviewed before printing. 

The company told CNN in a statement that Mattel was made aware of a misprint on the packaging of the Mattel Wicked collection dolls, primarily sold in the US, 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. Parents are advised that the misprinted, incorrect website is not appropriate for children,” it said.

The toy company added consumers who have already purchased the dolls are advised to discard the packaging or obscure the link. 

MARKETING-INTERACTIVE has reached out to Mattel for a statement. 

The latest “Wicked” dolls were inspired by the upcoming movie version of Wicked, featuring characters played by British actress Cynthia Enrivo and US singer Ariana Grande. The show is one of the popular Broadway and West End musicals based on the Wizard of Oz.  

Mattel's post on Instagram revealing the dolls have garnered over 29k likes, with many saying the dolls look so cute, while some were aware of the misprint of the URL to a porn website on the product packaging.

On a similar note, UK-based supermarket giant Lidl took down Paw Patrol Mini Biscotti and Paw Patrol Yummy Bakes from its shelves last August after the product packaging contained a link leading to a pornographic site.  

In a statement to The Mirror, Lidl said, “As soon as this was brought to our attention, we immediately launched an investigation with the supplier that owns the URL and withdrew the item from sale. As a precautionary measure, we have also issued a public recall.”

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