How Universal Collaborated with Hundreds of Brands to Create the Merchandise Magic of "Wicked"
Vince Klaseus, President of Universal Products & Experiences (UP&E) shares insights with License Global about the remarkable product campaign behind the year’s highly anticipated film, “Wicked.”
December 12, 2024
Directed by Jon M. Chu and featuring Cynthia Erivo and Ariana Grande as Elphaba and Glinda, respectively, "Wicked" adapts Stephen Schwartz’s acclaimed Broadway musical, which itself is based on Gregory Maguire’s best-selling book. The first part of the two-film series debuted on November 22, with a sequel scheduled for release in November 2025.
The film explores the origins of the Wicked Witch of the West from “The Wizard of Oz,” presenting a narrative centered on the misunderstood Elphaba and her unique friendship with the optimistic Glinda. Their journey reflects their growth and commitment to their beliefs in the enchanting world of Oz, resonating deeply with audiences globally.
Since its debut in 2003, the musical has captivated audiences worldwide, making it one of the most successful theatrical productions, with over 65 million tickets sold across more than 100 cities and 16 countries.
Behind the product strategy is "Symphony" -- a collaborative marketing approach within Comcast NBCUniversal allowing Universal to tap into its marketing juggernaut and showcase opportunity from every single area of its business. This comprehensive campaign has made “Wicked” a pervasive presence, from television to social media, and included innovative partnerships like the co-branded holiday campaign with Xfinity and SKY featuring Erivo and Grande. There was also a behind-the-scenes broadcast that aired on NBC, Peacock, Telemundo, SKY and an additional 40+ international broadcasters; as well as a massive theme park activation executed during the holiday season, which Universal is calling the largest ever of its kind.
For the product campaign, Universal decided to go into market with a curated range of products from hundreds of partners ahead of the films debut spanning multiple categories around the globe.
Unique offerings before the film's release included collaborations with Target for over 150 exclusive items, the retailer-exclusive product program being one of the largest ever. Erivo herself launched the in-store event and witnessed an impressive rapid sell-through of products. The offerings feature a range of apparel and accessories designed by the film’s costume designer, Paul Tazewell, as well as the Mattel Elphaba singing doll, limited-edition drinkware from the popular brand Stanley, and a special vinyl edition of “Wicked the Soundtrack.” Additionally, there’s a nail polish collection created in collaboration with OPI, makeup brushes for Ulta, and bath, body, and skincare products from Beekman 1802, all showcased in branded shop-in-shop displays, digital experiences, and various exciting opportunities throughout the holiday season.
For the first time, Starbucks released collectable drinkwear, accessories and beverages inspired by the film in the U.S., Canada, and select international markets, as well as Starbucks locations at Universal theme parks.
Additional partners locked in for “Wicked” are many and include lifestyle products from brands like Béis, Bombas, Eugenia Kim, Rebecca Minkoff, Lingua Franca NYC and Voluspa; elevated apparel, accessories, bags and footwear from partners including Accessory Innovations, Bioworld, Crocs, Foster Grant, Ground Up, High IntenCity, Hybrid, Kipling, Lola + the Boys, Loungefly, Mad Engine and Vera Bradley; homewares and food and beverage assortments from Blissy, Conair, Dreamtex, Lush, Makeup Eraser and Zaks; and toys and costumes in all categories with master partners Mattel and LEGO, as well as Build-a-Bear, Disguise, Fisher-Price, Funko, Hasbro, Jakks Pacific, Jazwares, Random House, Rubies and Spin Master. All of this is supported in-store by retailers from mass to class, including Aldo, Amazon, Bloomingdale’s, Cotton On, El Corte Ingles, GAP, Kiabi, Kohl’s, H&M, Hot Topic, Liberty of London, Liverpool, Loblaws, Marks & Spencer, Primark, Ulta Beauty, Walmart and many more.
Additionally, the program will feature highly at Universal’s own theme parks and destinations around the world, which include an immersive “Wicked”-themed retail experience that offers additional offerings in the home, collectible apparel, accessories and toy categories.
During its opening weekend, Wicked earned an impressive $114 million, making it the third biggest domestic opening of the year behind Deadpool & Wolverine and Inside Out 2. The film also brought in an additional $50.2 million at the international box office, bringing its global total to $164.2 million so far. Wicked: Part 1 now holds the record for the biggest worldwide opening for a Broadway-based film.
Wicked: Part 2 is set to premiere in theaters on November 21, 2025—almost exactly one year after the first film's release. Click here to view the original story.
