A skin site is seeing surging levels of traffic after its URL was accidentally printed on the packaging of “Wicked” doll boxes. Toy giant Mattel has manufactured merch for “Wicked,” the upcoming movie adaptation of the beloved Broadway play, including two dolls based on protagonists Glinda and Elphaba.

Wicked, indeed! Mattel erroneously printed "Wicked.com" on boxes of their new singing dolls tied to Universal Pictures' Wizard of Oz prequel film, but the movie's actual URL is WickedMovie.com, while the other web address leads to an adults-only website.

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

Mattel has apologised for an X-rated gaffe on some of its Ariana Grande merchandise for the upcoming Wicked film.

"Wicked" dolls manufactured by Mattel misprinted the promotional movie website wickedmovie.com. The misprint, which left the word movie out of the URL, directed consumers to an adult-rated website. According to The Washington Post,

Toymaker Mattel intended to refer consumers to the “Wicked” movie’s landing page. The “misprinted, incorrect website is not appropriate for children,” it said.

Thousands of Mattel’s “Wicked”-branded fashion dolls are flying off shelves, but not because of consumer demand.