A packaging error on American toy giant Mattel's new “Wicked” dolls has unintentionally directed consumers to a porn site, sparking a major traffic surge for Wicked Pictures, an adult entertainment company.
The mix-up, involving a misprinted URL on the dolls' packaging, has led to record search activity for “wicked.com” over the past two days.
The URL error has led to a significant spike in traffic for Wicked Pictures, which was founded in California and is known for producing X-rated parodies of popular films.
The official Mattel Wicked dolls link to a porn site on the box 😭😭 pic.twitter.com/iW4mNVAlPE
— just2good (Sarah Genao) (@just2goodYT) November 9, 2024
According to Google Trends, searches for “wicked.com” have reached their highest levels since 2012, largely fueled by media reports on the packaging mishap.
Meanwhile, traffic to the official “Wicked” movie site has also surged as fans seek clarification.
The film's official site remains wickedmovie.com, where Universal Pictures is directing fans to follow updates on the cinematic adaptation of the musical famous for its song, "Defying Gravity."
YouTube creator and LEGO collector Sarah Genao, who bought herself a "Wicked" doll after the controversy, noticed that only Mattel's move-inspired toys have the packaging misprint.
"Some of these dolls feature underaged characters, and to advertise that on the box, it's freaking disgusting. What were you doing, Mattel? You messed up big time," she said in the video.
Industry experts note that while accidental, the error underscores the importance of meticulous brand management and quality control, especially when manufacturing products for children.
The increased visibility for Wicked Pictures also highlights how small errors can have far-reaching online consequences.
Mattel Apologizes for 'Unfortunate Error'
Facing social media backlash that has some parents vowing to never buy Mattel toys again, the company released an apology, calling the incident an "unfortunate error."
"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.
We deeply regret this unfortunate error and are taking immediate action to remedy this," a Mattel spokesperson said.
@Mattel just an incredible job here. Way to further a society of filth and trash. Embarrassing. I know I don’t matter to you but my family will never buy another one of your products. pic.twitter.com/X4V1UzFzFl
— Chris Teague (@crteague21) November 11, 2024
Mattel also advised parents who already bought the dolls for their kids to discard the packaging, obscure the incorrect URL, or contact customer support because "the misprinted, incorrect website is not appropriate for children.
The highly anticipated "Wicked" movie will hit theaters worldwide on November 22.
Last month, Universal Studios teamed up with Lexus to deliver a 360-degree marketing campaign promoting "Wicked."
