Oh, Mattel. The company known for giving us Barbie, Hot Wheels, and our entire childhood collection of action figures just made a Wicked whoopsie with their latest line of dolls based on the beloved musical-turned-movie. When fans eagerly opened their Wicked dolls of Glinda and Elphaba, expecting a link to all things magical and Broadway, some got a nasty surprise: a typo on the packaging that directed them to an adult website!
The mistake is wicked bad for the company.
The Wicked dolls were meant to promote the upcoming movie adaptation of the hit musical, starring Cynthia Erivo as Elphaba and Ariana Grande as Glinda. So naturally, the packaging included a URL where fans could learn more about the movie. Unfortunately, a typo in the web address sent curious shoppers, kids included, to a completely different kind of “Wicked”—the adult entertainment site Wicked Pictures. Yep, that’s right. In what has to be one of the worst URL typos in toy history, Mattel’s well-meaning promo led to a page that’s very much for adults only.
It didn’t take long for eagle-eyed fans to notice and share the mistake online. Social media exploded with shocked, and often hilarious, reactions. One Reddit user even posted, “I was excited to learn about the movie, but this wasn’t exactly the ‘behind-the-scenes’ content I had in mind!” Others speculated on how the link got through quality control, with TikTok and Twitter videos showing parents frantically covering the URL on dolls found in places like Target.
As the packaging mishap went viral, Mattel quickly issued an apology. The company expressed deep regret, explaining that they’re already working on a solution and advising parents to discard the packaging or cover the URL. They even set up customer service support for anyone who needs more guidance. It’s an honest mistake, but Mattel’s warning is clear: make sure the curious kiddos don’t type in that incorrect address!
In a twist no one saw coming, the incorrect link pointed to an adult film studio that’s been around since 1993. Wicked Pictures, for those unfamiliar, is known in the adult industry and is even associated with high-profile figures like Stormy Daniels. Mattel couldn’t have chosen a worse mix-up if they’d tried.
Typos happen to everyone—but usually, they don’t lead to a scandal involving toy packaging and the adult industry. This little mishap is a good reminder of how one small error can lead to big consequences (and a lot of online laughs). Parents, take note: if you’re grabbing a Wicked doll for the holidays, maybe give that packaging a quick check first.