Have you seen the movie “Wicked” yet? Not the Tony award-winning Broadway musical which has been on the stage since 2003. But the film adaptation of the play that was just released in November 2024.
If you have seen it, you are in good company as the film has already grossed more than $500 million in ticket sales, and became a social event in the process. And this is only to see “Wicked Part 1.” [The second part of the movie is due to be released in November, 2025.]
The launch and promotion of Wicked looks a lot like that of the Barbie movie last year. Barbie and pink were everywhere in 2023 (and earned $1.4 billion). This year, it’s the pink and green of Glinda and Elphaba we will be seeing everywhere.
As we know, it’s not just the movie itself that generates revenue; it’s also the collaborations between the movie and other brands. In the case of Wicked, there are Wicked-themed products and collections from more than 70+ brand partnerships ranging from Lexus to Conair to Gap.
Here is a sample of the collaborations:
- Clothing from a variety of vendors.
- Wicked Starbucks drinks.
- Wicked beauty travel case ($128).
- Wicked mystery color mac and cheese cup ($1-$12).
- Crocs Wicked clog ($70)
- Zac Posen pleated tulle dress ($595)
- Faux leather jacket ($70)
- Plus toys, makeup, jewelry, food, and more.
Unfortunately for one partner, Mattel, there was a packaging setback. The toy company had to pull its line of character Wicked-branded dolls after a misprint on the doll’s packaging inadvertently featured a link to a pornographic website named Wicked Pictures. [Theses dolls are now listed on eBay for far more than were paid at the store!]
Go ahead and sing along!
Group Activities and Discussion Questions:
- Poll students: Who has seen the movie? The play? Did they purchase any merchandise with the Wicked theme?
- Show the movie clip for Wicked: https://youtu.be/6COmYeLsz4c?si=xwpgmnYY0YGL4u5g
- Show Wicked’s merchandise webstore (includes the play): https://wickedthemusicalstore.com/
- Have students search for Wicked-branded merchandise and collaborators.
- Divide students into teams. Have each team select a movie that could be licensed to collaborators.
- Develop a marketing campaign for the licensing opportunity.
Source: Lassner, E. (3 December 2024). ‘Wicked brand collabs continue flying off the shelves after movie’s record-breaking release. The Hollywood Reporter; Schwartzel, E. (15 November 2024). Inside Hollywood’s big ‘Wicked’ gamble. Wall Street Journal; Whitten, S. (11 November 2024). Mattel pulls thousands of ‘Wicked’ dolls off shelves after printing adult web address on packaging. CNBC.
