A recent marketing initiative for the highly anticipated "Wicked" movie has backfired spectacularly, with QR codes printed on promotional dolls mistakenly redirecting consumers to an adult website. The error, discovered on Mattel’s "Wicked" collection dolls, has prompted an apology from the toy manufacturer and initiated a recall of the affected products.
Key Takeaways
- QR codes on "Wicked" movie promotional dolls were found to link to an adult website instead of the intended movie landing page.
- Mattel has issued an apology and is undertaking a recall of the misprinted doll packaging.
- The misprinted products are still appearing on resale sites like eBay at inflated prices.
Marketing Mishap Uncovered
Mattel, the toy manufacturer responsible for the "Wicked" movie’s promotional dolls, has found itself in an embarrassing situation. Reports emerged that QR codes featured on the packaging of these dolls, intended to direct customers to the official "WickedMovie.com" landing page, were instead leading to an adult website. This unexpected detour has caused concern, particularly for parents who may have purchased the dolls for children.
Official Response and Recall
In response to the widespread reports, Mattel released a statement acknowledging the 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," the company stated. "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. 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 recall of the affected doll packaging is currently underway. Despite the official action, the misprinted doll packages are still being found on online marketplaces such as eBay, with some listings fetching prices significantly higher than their original retail value, ranging from $40 to over $2,100.
"Wicked" Movie Context
The film "Wicked," slated for a November 22 release, is a cinematic adaptation of the beloved Broadway musical, which itself is based on Gregory Maguire’s novel. The story explores the untold origins of the witches of Oz, with Cynthia Erivo starring as Elphaba and Ariana Grande as Glinda. The movie is set to be released in two parts, with the second installment scheduled for release next year. This marketing blunder adds an unexpected twist to the film’s pre-release buzz, which has already seen other controversies, including discussions around casting and fan-made promotional material.