Mattel mislabels the packaging of an “evil” doll on its adult film website

Mattel is taking “immediate action” after social media users noticed a glaring error on the packaging for the company’s new “Wicked” line of dolls.

The toy company is currently selling a line of “Wicked” dolls related to the upcoming musical film starring Ariana Grande, Cynthia Erivo and Jonathan Bailey. The special dolls are based on popular characters like Grande's Glinda, and the back of the packaging encourages consumers to visit the film's website to learn more.

But a labeling error on the packaging directs fans to an adult film website instead of the official link to the “Wicked” film, www.wickedmovie.com.

The error was pointed out by several social media users. X user Sarah Genao tweeted a picture of the Glinda doll on November 9 and included a photo of the false link to the pornography site on the back of the box. The post went viral and was viewed over 21 million times.

TODAY.com confirmed at a Target in Connecticut that the “Wicked” dolls sold there were mislabeled.

TODAY.com reached out to Target for comment but did not receive a response at the time of publication.

In a statement to TODAY.com, Mattel confirmed the mislabeling. The toy company said it “was made aware of a printing error on the packaging of the Mattel Wicked Collection dolls sold primarily in the United States, which was intended to direct consumers to the official WickedMovie.com landing page.”

“We deeply regret this unfortunate error and are taking immediate action to remedy the situation,” Mattel said.

The company also added a message to parents who have already purchased the item.

“Parents are advised that the misprinted and incorrect website is not suitable for children. Consumers who already own the product are advised to discard the product packaging or cover the link and contact Mattel customer service for further information,” Mattel said in the statement.

In addition to Target, the dolls are also available at other major retailers such as Amazon, Kohl's and Walmart.

The packaging issue surfaced less than two weeks before the highly anticipated film's theatrical release on November 22nd.

Grande, Erivo, Bailey and other stars from the film, including Michelle Yeoh, Ethan Slater and Jeff Goldblum, recently attended the “Wicked” premiere on November 9 in Los Angeles. Director Jon M. Chu missed the premiere to be by his wife's side as the two gave birth to a baby girl, their fifth child.

Universal Pictures is owned by NBCUniversal, the parent company of TODAY.com.