Wicked: The Marketing Event of the Year

A Full-Blown Cultural Moment

The much-anticipated Wicked movie has sparked a wave of brand collaborations that go far beyond the screen. From emerald-hued Starbucks drinks to Shiz University sweaters at Target, Emerald City Lego sets, and OPI nail polish shades like Fiyero’s My Mani, Universal orchestrated a marketing campaign that transformed the film into a full-blown cultural moment. Even the Empire State Building showcased the movie’s pink-and-green palette, highlighting the scale and ambition of the effort. 

These partnerships demonstrate the power of entertainment-driven marketing in influencing consumer behavior and offering unique products inspired by the film. In this article, Hollywood Branded discusses how Wicked ignites a wave of brand collaborations that extend beyond the screen, showcasing the power of entertainment-driven marketing.

Beyond the Screen: Brand Collaborations That Shine

The partnerships extended well beyond these early highlights. Fashion brands joined the campaign with Aldo launching the “Wicked Chic” collection, channeling the film’s glamour and endorsed by Wicked star Ariana Grande. Crocs contributed limited-edition footwear featuring the movie’s signature pink and green colors. Meanwhile, Shay Mitchell’s brand Beís unveiled a line of travel accessories designed to fit the stylish tone of Wicked.

Photo Credit: Crocs

The culinary tie-ins added playful twists to everyday items. Walmart introduced a “Wicked” Mystery Macaroni & Cheese, featuring cheese that changes color to pink or green, a whimsical nod to the film’s vibrant aesthetic. Meanwhile, Target expanded its Wicked lineup with a themed eyeshadow palette from Ariana Grande’s r.e.m. beauty brand.

So far, it’s paying off. Wicked, the origin story of Oz’s most famous witches, stormed into theaters with a $112 million domestic debut and a $162 million global box office haul. That performance ranks as the third-best opening of the year and the highest for any Broadway-to-film adaptation in history. The magic, it seems, is real.

Photo Credit: Walmart

a  campaign designed to be everywhere

Universal’s mission was clear: make Wicked a cultural event, a status typically reserved for proven franchises—and the campaign strategy reflects that ambition.

The marketing blitz kicked off with a bang at the year’s biggest media stage: the Super Bowl. The team rolled out a teaser trailer that ended with Wicked’s iconic “Defying Gravity” battle cry, a moment that was a confident and strategic choice. From there, Universal strategically expanded its messaging. Early ads highlighted the film’s grandeur without overtly leaning into its musical roots. Songs were featured, but actors weren’t shown singing - a calculated choice to avoid alienating audiences wary of musicals. As the campaign progressed, those elements were gradually unveiled, culminating in the larger-than-life rollout audiences now recognize.

navigating a public relations misstep

While the campaign was largely a success, it did encounter a notable stumble. Mattel, one of Wicked’s key promotional partners, released dolls based on Glinda, Elphaba, and Fiyero, products that were widely anticipated and embraced by fans. However, the doll packaging accidentally directed consumers to an adult entertainment website due to a misprinted URL.

While the error quickly became a talking point online, Universal and Mattel were able to mitigate the fallout by addressing the issue promptly and redirecting the narrative. Fans and media, though momentarily amused or critical, ultimately viewed the incident as an isolated mishap rather than a significant blow to the film’s reputation. In the grand scheme of the campaign, the misstep had little impact on box office performance or audience enthusiasm. 

Photo Credit: Mattel

learning from 'barbie'

In many ways, Universal took inspiration from Barbie, 2023’s cultural juggernaut. Like Barbie, Wicked was built around a female-centric narrative, and Universal embraced that strength. The strategy was simple: if you create a true event for women, they will show up.

The campaign’s partnerships reflect this broad appeal. Universal worked with more than 400 corporate brands, but their choices were intentional. Starbucks, for example, was a crown jewel partnership. The coffee giant is notoriously selective, making this their first collaboration of this scale with a film brand. Meanwhile, brands like Lego, which traditionally market to “boys and dads,” helped expand Wicked’s audience.

Photo Credit: Starbucks

balancing risk and reward

A campaign of this magnitude doesn’t come cheap. Industry insiders estimate Universal’s global marketing spend at a staggering $150 million. Holding back would have been a greater risk. By investing heavily in partnerships, global activations, and a relentless presence both online and offline, Universal ensured that Wicked appealed far beyond its Broadway fanbase.

Still, the team walked a fine line. The goal was to be present without crossing into oversaturation. While diehard fans scoured social media for every trailer drop and promotional meme, Universal kept a steady presence in spaces where casual audiences congregate such as stores, coffee shops, and living rooms.

Photo Credit: Universal Pictures

the road ahead: wicked: for good

The story doesn’t end here. With Wicked: For Good set to arrive in November 2025, Universal now faces the challenge of sustaining momentum. While the second chapter takes a darker turn, the core themes of sisterhood, standing up for yourself, and doing what’s right will remain central to the promotional messaging.

Unlike Part One, the marketing for Wicked: For Good will kick off later, giving audiences time to breathe before the witches return to the big screen.

For now, the campaign’s success is undeniable. The internet is alive with memes, TikToks, and anecdotes- fans gleefully sharing their “before and after Wicked” transformations. It’s a testament to the campaign’s effectiveness.

With Wicked, Universal proved that a decades-in-the-making musical could still feel like a cultural event in a fragmented media landscape. And with Wicked: For Good on the horizon, it seems the story’s most magical moments are still to come.

Eager To Learn More?

For more insights into how entertainment marketing creates powerful brand collaborations, explore these additional articles from Hollywood Branded!

• How Wicked’s Brand Partnerships are Shaping Movie Marketing
• Wicked the Movie: A Marketing Masterpiece with Ariana Grande and Cynthia Erivo
• Brand Partnerships With Film Franchises
• The Power Of Brand Partnerships: A Stranger Things Case Study
• Behind the Scenes: How Major Studios Collaborate with Brands for Mutual Success

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