Toy maker Mattel Inc. had an unfortunate crisis last weekend that it handled well, scrambling quickly and wisely. The crisis arose from its own mistake: Instead of putting the website address for the new Wicked movie on the packaging for its Wicked dolls, it put the URL for a company that makes porn movies. Oops.

Social-media posts noting the problem reportedly started going viral on Friday. Mattel took quick action by putting out a statement that included an apology. By Sunday it had removed the merch from the shelves at Target, Walmart and other major retailers, including online stores, according to CEO Today. The El Segundo, California-based company said it will replace the packaging.

We don’t see the statement on Mattel’s website or social media, but it has been quoted (with some different wording) in various news stories. From CEO Today:

We were made aware of an error on the packaging of the Mattel Wicked collection dolls, which are primarily sold in the U.S. The link was meant to direct consumers to the official WickedMovie.com landing page. We sincerely regret this unfortunate mistake and are taking prompt measures to address it.

Parents are cautioned that the incorrectly printed website is unsuitable for children. Consumers who possess the product are advised to either discard the packaging or obscure the link and may reach out to Mattel Customer Service for additional information.

Acute Crisis

This is an especially acute crisis because the Universal Pictures movie — based on the Broadway play of the same name and to be released Nov. 22 — is expected to be a smash hit. Based on characters from 1939’s The Wizard of Oz, the film (the first of two parts) centers on the early friendship between Elphaba, who eventually becomes the Wicked Witch of the West, and Glinda, who becomes the Good Witch of the North.

Obviously the movie — and the dolls — are geared toward children and families. The dolls feature Elphaba, played by Cynthia Erivo; Glinda, played by Ariana Grande (pictured); Nessarose, played by Marissa Bode; and other characters.

As you’d expect, the flub got wide coverage, including in The Wall Street Journal, The Washington Post, The New York Times and the Associated Press. But a lot of that coverage didn’t appear until Monday, by which time Mattel had already addressed the problem — a fact that was mentioned in the reporting we saw.

Could there be a more perfect crisis lesson? If you respond to a negative situation quickly and with resolve, not only will you be doing the right thing, not only will people notice, but your fixes will be mentioned in the first stories.

No doubt Mattel will take a reputational hit, in addition to the financial hit. But this sad story shows that when a crisis of this magnitude comes your way, you have to put your long-term reputation first.

Photo Credit: Universal Pictures

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