These things are never fun for the brand involved, and hopefully Mattel can make lemonade out of what's shaping up to be a serious social media lemon.

The matter at hand: A scorching new spoof video from Greenpeace involving Ken up-in-arms over rain forest destruction allegedly caused by Barbie packaging (see the YouTube video from the Greenpeace Channel, above). It's been translated into 18 languages and is sure to go viral - as are tweets and physical banner ads.

According to the LA Times, Mattel is addressing the matter with Greenpeace, and says it's disappointed Greenpeace went, in its view, so inflammatory right out of the gate.

You can get the full scoop here.

But what's your take?

Did Greenpeace take it too far, too fast? Given that every company on earth wants to avoid such issues by finding greener, more sustainable sourcing options, is this effort more about nudging Mattel - or about marketing Greenpeace? Or are such social media efforts an absolute must when it comes to creating change?

Time will tell if Barbie finds sources that are better for the environment - with or without Ken by her side.

After all, judging from this video at least, packaging might not be the only reason Ken decides he's a bad match for Barbie.

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