Mattel’s highly anticipated ‘Wicked’ doll collection has been pulled from the shelves after fans spotted an X-rated mistake on the packaging.
A link at the bottom of the box directed customers to a porn site – wicked.com – instead of the movie’s landing page, wickedmovie.com.
The dolls, which were being sold in major markets including the US and Australia, were pulled from the shelves immediately.
This includes at Kmart Australia where the dolls retailed for $49 – though it’s not confirmed if the Australian product had the same awkward misprint.
They are also unavailable online including on Mattel’s website.
‘Wicked Fashion Dolls, collection unavailable – we will be back soon. This product collection is temporarily unavailable. We appreciate your patience,’ a message said.
A Mattel spokesperson released a statement immediately.
‘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,’ it read.
‘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.’
A fan from the US was the first to notice the adults-only link on the packaging.
They made a post on X which quickly went viral, attracting over 25million views in just 48 hours.
People were quick to call for a recall and slam Mattel for corrupting children with the mistake.
‘Whoever did this needs to be fired immediately. Why would they do that knowing it is mostly kids buying the dolls,’ one said.
‘This might be the biggest fail in movie merchandise history, especially given they are meant for kids.’
The post was shared over Facebook too, though people appeared to find the humour in the error there.
‘These toys just got a whole lot more popular with a certain market,’ one woman laughed.
‘Oh, I need to buy ten – they are going to be collectors items,’ said another.
‘I am impressed people actually read the box,’ said another.
Some people couldn’t help but point out other toy makers’ efforts.
‘Lego didn’t make the same mistake,’ one woman said.
‘Betty Crocker confirmed safe too,’ said another.
The dolls ‘sing’ and have ‘removable accessories’ and are in the likeness of on Cynthia Erivo and Ariana Grande — Elphaba and Glinda.
Mattel are a major toy manufacturer and the parent company of popular brands including Barbie, Hot Wheels, Fisher-Price and Thomas and Friends.