Sure enough, the channel received multiple reports from viewers whose Echo devices tried to order dollhouses when they heard the TV broadcast. It's not clear that any of the purchases went through, but it no doubt caused some panic among people who weren't planning to buy toys that day.

It's easy to avoid this if you're worried: you can require a PIN code to make purchases through the Echo or turn off ordering altogether. You can also change the wake word so that TV personalities won't set off your speaker in the first place. However, this comedy of errors also suggests that there's a lot of work to be done on smart speakers before they're truly trustworthy. They may need to disable purchases by default, for example, and learn to recognize individual voices so that they won't respond to everyone who says the magic words. Until then, you may see repeats in the future.