They definitely need a better PR firm. Having said this, maybe the Walmart PR is being held until October 5 when the dolls will (or should) be in all the stores. It could have been the stores that already have the dolls for sale that dropped the ball by putting them out early.
Just giving One World the benefit of the doubt and not saying or implying that they're off the hook by any means.
I think they got caught by surprise with the dolls hitting shelves early. I would imagine they had, or have, some sort of launch party for when the dolls are actually supposed to be released for sale.
I am long on OWOO myself. But is it possible they have a gag order to not state they are on the shelves until the official launch date? I do not know much about this stuff as I have not sold product in any fashion before, let alone to a major retailer. I am just as frustrated as the next person, but I still feel the longs have a good shot come Q4 '15. jmo.