Credit: Jason LaVeris/FilmMagic

Oh no, Ochocinco!

Bengals receiver and Dancing with the Stars alum Chad Ochocinco is dealing with an embarrassing flub involving his eponymous line of cereal, a children's charity...and a phone sex line!

The New York Times reports that boxes of "OchocincO's" cereal included a misprinted phone number that was intended to connect callers to a charity, Feed the Children, which will receive a portion of proceeds from cereal sales. Instead of getting the charity, however, callers dialing the printed number were sent to a sex line. (The number was printed with an "800" exchange instead of the correct "888.")

The error was discovered when one family called the number on speakerphone as their 9-year-old daughter listened.

Ochocinco apologized for the X-rated mistake on Thursday. "I take the blame and apologize to everyone affected," the athlete, 32, said.

"It's almost like it was supposed to happen," he added, explaining he hoped the headlines will help boost donations to Feed the Children.

PLB Sports, which markets OchocincO's, apologized in a statement and said that all boxes of the cereal would be pulled from shelves. Boxes with the correct Feed the Children number will be shipped out soon.