Mattel has been forced to apologise over an x-rated gaff on new Wicked dolls. The iconic toymaker has released a series of dolls to tie into the beloved musical’s upcoming blockbuster film adaptation, but eagle eyed customers noticed a rather unfortunate mistake on the packaging.

Parents buying "Wicked" dolls for their kids might want to throw out the packaging first. The website link on the back does not go where it should.

A spokesperson for Mattel said that they "deeply regret this unfortunate error and are taking immediate action to remedy this."

Mattel has apologized after inadvertently directing customers of its new line of Wicked dolls to a pornographic website, stating they are taking action to remove the misprinted toys' packaging.

Toy manufacturer Mattel has said it "deeply regrets" a misprint on packaging for dolls inspired by the new Wicked movie which listed the address for an adult website. The company recently released the singing dolls ahead of the long-awaited film starring Cynthia Erivo and Ariana Grande.

The site has a similar address to one that promotes a film adaptation of the hit musical. The toymaker apologized for the “unfortunate error.”

Toy manufacturer Mattel has apologized after mistakenly printing the web address of a pornographic site on the packaging of its newly launched “Wicked” dolls.

The company advised those who have purchased the dolls "to discard the product packaging or obscure the link."

Mattel apologizes and pulls its line of 'Wicked'-themed dolls from stores after misprinting its website link, sending consumers to an adult film site.