Mattel recalls ‘Wicked’ dolls after misprint links packaging to adult website, issues apology

Mattel issues recall for ‘Wicked’ dolls due to packaging misprint linking to adult site, apologizing to parents.

Mattel is recalling its newly launched Wicked doll collection after an error on the packaging led consumers to an adult website instead of the intended promotional page for the upcoming Wicked film. The dolls, designed to resemble characters Glinda and Elphaba from Wicked, initially included a web link to "wicked.com" instead of the intended "wickedmovie.com." This misprint, confirmed by The Hollywood Reporter, redirected users to an adult site promoting explicit content.

In a statement issued on November 10, Mattel apologized, saying, "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.” The company advised consumers to discard or obscure the link on existing packaging and encouraged anyone with concerns to contact Mattel Customer Service.

As a precaution, major retail partners including Target, Walmart, Macy’s, and Best Buy have removed the Wicked dolls from their shelves, with some resellers already offering the recalled items online for $100 to $800. The dolls were originally priced between $24.99 and $39.99.

The recall comes just weeks before the highly anticipated Wicked film adaptation, directed by Jon M. Chu and starring Ariana Grande as Glinda and Cynthia Erivo as Elphaba, is set to release on November 22. The movie is expected to draw a significant audience, which initially spurred demand for the Mattel-produced doll line.

With Mattel working quickly to address the issue, the company has also promised additional quality checks to avoid similar mistakes in future product releases, reassuring families and partners alike.