Mattel apologises for Wicked dolls' accidental link to porn site

Mattel has issued a statement after a misprint on the packaging of its Wicked dolls directed fans to a porn website.

Those who bought the toy company's likenesses of characters including Cynthia Erivo's Elphaba and Ariana Grande's Glinda got more than what they bargained for due to a labelling mishap.

The website listed on the toy box was supposed to link to the webpage for the Universal Pictures musical adaptation, WickedMovie.com, but was instead printed as Wicked.com — the URL of an adult content website.

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Responding to the incident, Mattel said it is taking immediate action to fix the mistake, with the products likely to be recalled.

"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," a spokesperson for the company told Variety.

"Parents are advised that the misprinted, incorrect website is not appropriate for children," the message continued.

"Consumers who already have the product are advised to discard the product packaging or obscure the link and may contact Mattel Customer Service for further information."

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As for the erroneous web address, the link to the Wicked Pictures website includes an 'about' section, identifying the pornographic studio — who's behind tiles such as Black Widow XXX and Captain Marvel XXX: an Axel Braun Parody — as a leading company in producing "quality parody porn movies".

"Established in Canoga Park, California on March 1, 1993, Wicked Pictures was formed with a firm commitment to producing quality parody porn movies, a decision the company has stayed true since its beginning," it reads, adding that the studio continues "to diversify and expand its commitment to quality cinematic content".

Meanwhile, buyers who have purchased the Wicked toy dolls with the infamous print error have been taking to Twitter/X to share their puzzlement alongside screengrabs of the incriminated boxes.

"I was just informed that my official Mattel WICKED dolls have a porn site printed on them…it's true! WTF?!!" one person wrote, while another noted: "Hey @Mattel whoever is responsible for your marketing/packaging for the new official Wicked dolls have made a HUGE mistake!"

Meanwhile, the actual Wicked movie has been met with rave reactions ahead of its November 22 release, with the few who have been watched the first film calling it a "masterpiece".

Wicked is released in cinemas on November 22.

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