Ariana Grande is Glinda and Cynthia Erivo is Elphaba in ‘Wicked.’ Giles Keyte/Universal Pictures
Mattel has issued a public apology after a packaging error involving their new line of “Wicked” movie dolls directed consumers to an adult website. This unexpected incident came to light on Sunday, November 10, 2024, when customers discovered that the web address printed on the packaging was not the intended family-friendly site. The dolls, inspired by the popular “Wicked” musical and movie, feature characters like Glinda and Elphaba, played by Ariana Grande and Cynthia Erivo. These dolls were part of a highly anticipated merchandise release connected to the upcoming movie.
The problem began when consumers attempted to visit the web address wicked.com, which was mistakenly printed on the doll boxes instead of the intended website, wickedmovie.com. Those who clicked the link found themselves directed to a site featuring adult content rather than promotional material for the family-oriented “Wicked” film. Mattel quickly responded with a statement, expressing deep regret and describing the error as an “unfortunate” oversight.
“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 stated. “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.”
In the wake of this discovery, Mattel has advised consumers to remove or cover the incorrect web address on the packaging if they have already purchased the dolls. Parents are also encouraged to contact Mattel’s Customer Service for any further information. In addition to issuing an apology, Mattel has pulled the “Wicked” doll collection from stores and is working with major retailers like Target, Walmart, Macy’s, and Amazon to remove the misprinted products from shelves.
The mishap has resulted in the dolls being temporarily unavailable for purchase, with Mattel working to replace the packaging before the dolls return to store shelves. Some of the dolls, however, have already made their way onto secondary markets like eBay, where the demand—and price—has spiked due to the sudden recall. Listings for the recalled dolls are appearing with prices ranging from $100 to $800, well above the retail price of $24.99 to $39.99, as some collectors see the misprinted packaging as a unique, albeit controversial, novelty.
The launch of the dolls was meant to coincide with the release of the “Wicked” film, directed by Jon M. Chu and set to open in theaters on November 22, 2024. The film, an adaptation of the popular Broadway musical, has been eagerly awaited by fans and is expected to perform strongly at the box office. Featuring a star-studded cast led by Grande and Erivo, the movie aims to introduce the beloved musical to a new generation of viewers.
Although the packaging error has disrupted the release of the merchandise, Mattel is working swiftly to correct the issue and get the dolls back into stores before the film’s premiere.
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