The land of Oz has officially arrived not just on the big screen, but seemingly everywhere else, the adaptation of the blockbuster Broadway “Wicked Part One” has ignited a marketing spree. Starring Cynthia Erivo as Elphaba and popstar Ariana Grande as Glinda the movie promotional strategy has gone, just short of obnoxious. The highly anticipated movie directed by John M. Chu released in late November and has been split into two parts with the second installment “Wicked for Good” scheduled to release this November.
Universal Pictures secured hundreds of grand partnerships across nearly every consumer category having to reach both the loyal Broadway fans and the new younger audience. The strategy was focused on providing fans with ways to express their love through the fandom through merchandise and immersive experiences.
Ariana Grande’s R.E.M.beauty launched a major collaboration for the movie Wicked, featuring makeup palettes and sets themed after the main characters, such as the Glinda-inspired “You’ve Been Galinda-fied” metallic lipstick and the Elphaba-inspired deep green eyeshadow shade “Positively Green.”Also at Ulta a separate collection with OPI, which featured nail lacquer shades like the Glinda-inspired pink “A Little Wicked Goes a Long Way” (or Elphaba’s green “Wicked’s Not My Color”). In the fashion world, crocs released themed footwear, and ALDO Shoes also has a “Wicked” collection.
Retailers like Target and Amazon have dedicated significant space in their stores and on their website for the wicked themed collection, including toys apparel, and even home decor. Target even had the viral Stanley tumblers in a green and pink “Wicked” design.
The first film demonstrated incredible consumer enthusiasm by earning an opening weekend of $114 million domestically (and $164 million worldwide), securing the title of the highest-grossing global debut for a Broadway adaptation and achieving a certified 94% Audience Score on Rotten Tomatoes, signaling high anticipation for the conclusion. Consumers can’t wait to see if Universal contains this incredible momentum in the highly anticipated release of “Wicked for Good” this November.
