Mattel’s Wicked packaging snafu wasn’t AI—just plain ‘ol human error

Something bad is happening in Oz.

Last week, fans of Wicked, the musical-soon-to-be-movie, headed to retailers including Target, Walmart, and Macy’s to pick up Mattel’s limited-edition Wicked Barbie dolls ahead of the film’s release on November 22. At first, it seemed like any other Mattel collaboration—until a few fans started searching the URL printed on the back of the box, which led not to the Wicked movie website, as intended, but to a parody porn site of the same name.

Mattel has apologized for the mix-up and promised to “remedy” the error, but that hasn’t stopped fans from speculating about how such an egregious typo could’ve made its way to the box in the first place. One popular theory, which has garnered more than 62,000 likes on X, is that the mistake had something to do with AI.

In an email to Fast Company, Mattel’s Barbie & Dolls director of global brand communications wrote, “I can confirm AI was not used on packaging for Mattel Wicked collection dolls.”

Though AI has been the culprit of plenty of misguided marketing snafus, the tweet demonstrates a misunderstanding of how Mattel is actually using AI tools in its packaging development process—and shows that, even as AI gains popularity with creative teams as a production tool, human error is alive and well.

The official Mattel Wicked dolls link to a porn site on the box 😭😭 pic.twitter.com/iW4mNVAlPE

Can we blame a chatbot for this?

In June, Fast Company covered Mattel’s announcement that it planned to use Adobe Firefly, a generative AI software, as part of its packaging development process. At the time, Mattel’s chief design officer Chris Down clarified that the tech would be used to help visualize fantastical new concepts and speed up time-consuming processes, like fine-tuning a background in Photoshop. The company’s guidelines around generative AI tools specified that Firefly could not be used to generate subject matter itself, like the actual doll (or, in this case, the accompanying text).

Nevertheless, an X user shared Fast Company’s original headline alongside the news of the Wicked typo with the caption “Smash cut to four months later.” One commenter under the post wrote, “how did I know this mistake happened bc they’re using AI.” Another added, “The future is so, so dumb.”

Mattel has previously been open about how it’s used AI for doll packaging. In early October, the first Mattel packaging featuring input from Adobe Firefly hit shelves. The company explained to AdAge at the time that its new Holiday Barbie and Sue Bird Barbie packages incorporated backgrounds generated by Firefly, which had then been touched up by human designers. It’s important to note that, for a brand as wide-reaching as Mattel, AI is not being used in the design process without guardrails around both IP and image quality. Any visuals provided by Firefly are vetted and edited by multiple human designers before they ever reach the actual box.

At this stage, it’s highly unlikely that Mattel would trust an AI software to write the final copy for their packaging. It appears that the Wicked Barbie typo was a plain old instance of human error—if a somewhat inconceivable one. As of this writing, Mattel hasn’t responded to Fast Company‘s request for comment on how the mistake may have been made during the design process.

The fallout

In a statement on the Wicked packaging misprint, Mattel shared, “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.”

While it’s unclear exactly what steps Mattel plans to take to “remedy” the issue, retailers including Target, Walmart, Amazon, Best Buy, Barnes & Noble, and Macy’s had already pulled the dolls from shelves as of midday Monday.

Meanwhile, there are a few parties benefitting from the unfortunate situation. Variety reports that the mistakenly shared porn site has seen a 12-year surge in traffic after the incident, and several eBay users have taken this opportunity to massively mark up their Wicked dolls in original packaging. One pack of seven different dolls, advertised as “IN MISPRINT ERROR BOX,” is currently going for $3,500.

Mattel is sure to take a financial and reputational hit from this incident. Still, the news pick-up, social media speculation, and pricey eBay reselling demonstrate how a simple mistake can turn a run-of-the-mill product drop into something fans will remember—for better or worse.