How Wicked Waved a Marketing Wand Over 400+ Brands and Magically Defied Gravity
It's not a moment, it's a movementEveryone deserves the chance to fly, insists our soaring heroine Elphaba, and branding executives everywhere are nodding in agreement.
Just as Barbie turned everything pink last year (see Être's detailed review of the Barbie marketing party), by teaming up with more than 400 brands pre-release Wicked is adding a lot of green to the mix.
How much? Opening to $112 million at the North American box office and $162 million globally, Wicked is poised to shatter records like the glass window overlooking Oz. And as the holiday season swings into full gear, fans everywhere are embracing the merch magic.
What are some favorite collabs according to Être's Wicked-obsessed teen girls?
Here are a few thrillifying us already:
If you're thirsty...try one of Starbucks' fantabulous pink Mango Dragonfruit Starbucks Refreshers® or a Starbucks Cold Brew with Oz-dust green candy sprinkles, and sip from their new collection of Wicked-inspired drinkware...and your Stanley Cup too.
If you're hungry...mystery mac & cheese is on the menu (pink or green is revealed only when the container is open), mix-to-reveal cookie dough pops are also on-trend, and sprinkle rice krispie treats will have you dancing through life.
Getting dressed? Relax in Roots sweats, put your feet up in Bombas socks and browse the entire H&M collection here. Not to be outdone, Target is boasting a clothing line created by Wicked's actual costume designer. Oh, and don't miss these winners from the wizards at Lingua Franca, a particular Être favorite. Another Être BFF? Rebecca Minkoff, whose wisdom appears in The Epic Mentor Guide, has these handbags ready to fly.
Getting gorgeous? From simple Galinda Glow Drops to full-face REM Beauty Sets, Wicked has a yellow-bricked beauty path to follow. Also popular? Wicked-inspired It Brushes for Ulta and these 7-day makeup erasers to prep for tomorrow's closeup.
Clicking your heels? Slip on these movie-motivated green and pink Crocs, sporty Ground-Up high tops or Aldo's bewitching booties. Looking for a ride instead? Lexus took the wheel by unveiling matching TX concept cars - better than broom or bubble.
Running late and need to check on time? Fossil's limited edition watch will set you straight and you can do your nails on the way with OPI's latest fast-drying drops.
Feel like building something? Check out the 100,000-piece backdrop created by the LEGO Group (above); then put this Emerald City Lego Collectible set on your holiday list as Lego's brickified movie trailer takes your breath away. For the younger set? Build-A-Bear has an Elphaba teddy bear gift set that plays Defying Gravity.
Need inspo to build even bigger? Watch as the Arc de Triomphe in Paris turns pink and green to honor the movie's release.
Traveling over the holidays? Stoney Clover Lane's personalized sets, Tartan & Twine's train cases, Vera Bradley's bags and this rolling Béis luggage in Wicked pink & green will help you get where you're going, and Conair or Shark's Flex-Style hair sets will keep you in the pink (and green) on the road.
Last bits of holiday spirit? With Wicked Advent Calendars to open and phone cases from Casetify to fill stockings - even the brand name sounds Wicked - next gen fans are seeing gift opportunities everywhere, both to give and receive.
Curious about the movie marketing price tag? According to Variety, "these extensive global marketing efforts are estimated to cost $150 million...[a]nd that doesn’t include the combined $300 million production budget for 'Wicked: Part One' and 'Part Two,' which arrives in one year."
Worth it? Experts are saying yes, noting the inter-generational appeal of Wicked, the film's focus on inclusion, and the lessons learned from Barbie's blitz. What do Être girls think? From the first-time viewers to the super-fans, the wide-ranging Wicked merch is a hit. It's everywhere, girls are saying, and their smiles couldn't be wider.
So, if you care to find it...click the links and look around. Everyone deserves the chance to buy.
Looking forward for good,
Illana
ÊXTRAS: Here are three more Wicked marketing collabs you won't want to miss: For when it's all about the hat, call Eugenia Kim; for when you need shades, see Foster Grant; and when it's game time, play witch-themed Monopoly.
