Mattel Faces Backlash Over 'Inappropriate' Bridgerton Polly Pocket Set
Toymaker criticized for marketing a collector's item based on the mature-rated Netflix drama to an age group potentially too young for its content.
Major toymaker Mattel is facing criticism for its new Polly Pocket Collector Bridgerton Playset, which critics deem inappropriate for children given the adult themes of the Netflix series it is based on.
The playset, available for pre-order at £60, features miniature dolls of Queen Charlotte, Benedict, and Penelope, along with accessories like a spinning dancefloor and a horse-drawn carriage. Mattel lists the collection as suitable for children aged four and above, describing it as a "swoon-worthy collaboration sure to dazzle the masses with five dolls and themed accessories."
The Bridgerton series, based on Julia Quinn's novels, follows the romantic lives and scandals of aristocratic families during the Regency era. The Netflix hit is known for its explicit sex scenes, partial nudity, and mature storylines, carrying a TV-MA rating in the United States.
Social media users have expressed concern over the marketing of the toy to young children. "Surely this isn't a kids toy?" questioned one Instagram user, while another asked, "What if they want to watch it on TV?" Many commented on the disparity between the toy's intended audience and the show's content, with one user stating, "Who thought this was a good idea... Bridgerton carries an official maturity rating of TV-MA (Mature Audience) on Netflix in the United States and contains sexual content, nudity and mature themes that may not be appropriate for all teens."
Some commenters suggested that the toy might be aimed at adult collectors rather than children. "This isn't for children surely it is for us," one Instagram user wrote, with another adding, "I really want it."
Others raised concerns about the price, with comments such as "£60 for a Polly Pocket are you having a laugh."
This controversy follows recent criticism of Mattel's first-ever autistic Barbie doll. Critics claimed that doll, designed with input from the autistic community, reinforced stereotypes by including features like a fidget spinner and noise-cancelling headphones. Despite Mattel's stated intention to "change the narrative on neurodivergence" and partner with advocates, some found the doll's representation reductive, arguing it relied on narrow, stereotypical traits associated with autism.
The autistic Barbie doll, developed with guidance from organizations like the Autistic Self Advocacy Network (ASAN), features a new face sculpt, elbow and wrist articulation for stimming, a shifted eye gaze, noise-cancelling headphones, and a tablet displaying symbol-based AAC. Advocates involved in its creation stated that the doll aims to provide authentic and joyful representation for autistic individuals and to bring conversations around neurodivergence in women to the forefront.