Mattel’s mix-up with its Wicked merchandise has raised a few eyebrows, to say the least. As Wicked, directed by Jon M. Chu, gears up to waltz into theaters, toys related to this magical musical adventure are already being distributed. But what should have been a charming piece of promotion turned into an awkward situation when the packaging for some Wicked toys wrongly listed a URL directing curious visitors to an adult entertainment site. According to a report from Variety, Mattel mistakenly printed “wicked.com” instead of the official “wickedmovie.com” website.
The error emerged on the packaging for exclusive edition dolls available at major retailers like Amazon, Target, and Kohl’s. One wonders how such an oversight could occur. Google Trends data uncovers a significant uptick in “wicked.com” searches over the past days, hitting a peak not seen since 2012. That’s quite the unintended marketing blitz for Wicked Pictures, the adult entertainment entity inadvertently promoted by Mattel.
Mattel has acknowledged the blunder, issuing an apology via Variety and advising customers to either discard the packaging or obscure the incorrect link. They’ve offered support through Mattel Customer Service for anyone seeking further clarification.
The misstep couldn’t come at a more awkward time, with the film promising to be the blockbuster of late 2024, boasting stars Ariana Grande and Cynthia Erivo. With anticipated vibrant portrayals of Elphaba and Glinda navigating the intricately woven tales of Oz, the film is set to be both a visual and musical delight.
Marketing Campaigns Have A Lot Of Moving Parts
While this snafu may cause an initial bump in the road, it’s unlikely to significantly derange the movie’s potential bombastic box office debut. Some project an $85 million opening weekend, making it one of the stronger starts for a musical in recent years.
Nonetheless, the error underscores how easily things can go awry amidst the multitude of moving parts in Hollywood’s marketing machinery. Merchandise is a pivotal aspect of family-friendly film releases. Mattel, despite its storied history with toys like the Barbie doll, must surely be feeling the pressure to restore trust after this slip-up. Understandably, parents might scrutinize their toy purchases a little more closely going forward.
Closing Credits
Wicked, which transforms the beloved Broadway musical into a two-part cinematic spectacle, is set to unlock a world of intrigue and magic on November 22, 2024. The team behind the production, including writers Gregory Maguire, Winnie Holzman, Dana Fox, and the varied cast headlined by Grande and Erivo, are poised to deliver a spellbinding adaptation. While this marketing misadventure isn’t ideal, history suggests that the allure of Oz and its iconic characters will likely overshadow this hiccup by the time the curtains rise. Let’s hope future promo paths are clearer and follow the yellow brick road without detours.
