Mattel's 'Wicked' Misstep: Dolls with Porn Link Spark Legal Action
Tuesday, Dec 3, 2024 2:56 pm ET
MAT --
Toys giant Mattel has found itself in hot water after a recent misprint on the packaging of its "Wicked" dolls, intended to coincide with the release of the highly anticipated movie adaptation of the Broadway musical. Instead of directing consumers to the official movie website, the dolls' boxes sent users to a pornographic movie studio's website. This oversight has resulted in a class-action lawsuit and raised serious concerns about the company's quality control processes.
The dolls, featuring characters Elphaba and Glinda, both played by prominent actresses in the upcoming movie, were recalled by Mattel following the discovery of the misprint. The company issued a public apology, stating that they were taking immediate action to remedy the situation. However, the damage to Mattel's reputation and consumer trust may already be done.
Holly Ricketson, a mother who purchased the Glinda doll for her daughter, filed a class-action lawsuit against Mattel on Tuesday. The complaint alleges that the dolls were improperly advertised, as their boxes included a link to Wicked.com, a pornographic site, despite the dolls being labeled for ages four and up. Ricketson's lawsuit seeks compensation for her and other consumers affected by the misprint.

The misprint on Mattel's "Wicked" dolls is a significant blow to the company's image, particularly as it targets families and young children. This incident raises questions about Mattel's quality control processes and oversight. As the primary licensee for Wicked-themed products, Mattel's reputation is closely tied to the success of the movie and its merchandise. The misprint on the dolls' packaging has sparked public outrage and legal action, potentially harming Mattel's relationship with Universal Pictures, the movie's distributor, and other licensing partners.
Mattel's stock price has taken a hit following the incident, indicating investor unease. The misprint on the dolls' packaging, directing consumers to a pornographic site, has sparked a class-action lawsuit and raised serious concerns about product quality and oversight. Mattel's timely response and commitment to rectifying the situation will be crucial in mitigating the impact on its partnerships and stock price.
In the short term, Mattel may face lost sales and increased legal costs due to the recall and potential settlement of the class-action lawsuit. However, Mattel's established brand and diverse product portfolio should help it weather this storm. The company must work harder to rebuild trust, potentially through enhanced quality assurance measures and public assurances of their commitment to customer safety.
As Mattel navigates this crisis, investors should monitor its progress in addressing the issue and mitigating potential long-term damage to its brand and profitability. While the misprint is a significant setback, Mattel's enduring business model and strong management should ultimately help the company overcome this challenge and continue its growth trajectory.