Inside the Great and Powerful Merch and Marketing Blitz of ‘Wicked’

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Universal has outdone itself with its approach to making “Wicked” a household name (and household product)

Wicked LEGO
The Wrap

“Wicked” is everywhere.

In the lead-up to the film’s release this weekend, Universal struck brand partnerships with dozens of companies. Starbucks is selling “Wicked”-themed specialty drinks at nearly $6 each and gift cards. Kahlua and Absolut Vodka created “cocktails straight from Oz” for $159.99. Clothing brands like Forever 21, Gap and Stanley are in the mix — Stanley has a giant tumbler in either pink or green for $55 — along with OPI, which is offering several new shades of nail polish with names like “Ozitively Elphaba” for $11.99 each.

This is just the beginning. No matter what consumers want or what price they’re willing to pay, there is something “Wicked”-related on offer.

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