ABC scored an accidental social media bullseye during Once Upon a Time on Sunday night. A pop-up animated graphic for the show’s Wonderland spin-off featured the White Rabbit making a magic portal in exactly the wrong spot — or the right one. The moment came just after Snow White (Ginnifer Goodwin) uttered the line: “You’re searching for something powerful enough to vanquish the queen.” Wonderland‘s White Rabbit, it seems, has a suggestion.

Here’s the gif, then see below for Once Upon showrunners giving their take on the promo.

EW spoke to Once Upon a Time and Wonderland showrunners Edward Kitsis and Adam Horowitz about the goof.

“I never thought I would have so many emails about Ginny’s vagina,” Kitsis joked, then more seriously noted: “It’s embarrassing, but at the same time, it’s so silly it’s hard to take serious. It’s so obvious that somebody didn’t realize what they were doing.”

“We’re grateful ABC is spending so much time promoting both shows, but it was an interesting cross-promotion,” Horowitz added.

The “magic crotch” promo actually could turn out to a blessing. With Wonderland premiering Thursday in a tough time slot at 8 p.m. (exclusive preview clip here), the tremendous online and social media pickup of the spot arguably promotes the new series in a whole new viral way.

UPDATE: Goodwin gamely tweeted:

Episode Recaps


Once Upon a Time

Everything you’ve ever read about fairy tales is true—the residents of Storybrooke are living proof.

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