Cynthia Erivo and Ariana Grande play Elphaba and Glinda in Universal's 'Wicked'.
Universal
'Barbie' painted the town pink in 2023, and now 'Wicked' is upping the ante by adding a touch of green.
Universal's theatrical retelling of the famed Broadway musical is making waves ahead of its November 22 release with hundreds of merchandise offers from dozens of retail partners. The green and pink barrage is part of Universal's marketing strategy for the film and could provide a welcome boost to retail sales just in time for the crucial holiday season.
These 'Wicked' collaborations span the spectrum, from clothing, accessories, shoes, beauty and costumes to home decor, toys and even unique cars.
The collections also vary in price ranges, offering consumers affordable and luxurious options to show off their love for all things 'Wicked'.
Goal And Walmart have a whole range of products on their shelves, with entire sections of the store dedicated to themed shirts, sweaters and shoes, as well as dolls, plush figures, books and nail polish.
Legoing Mattel have brick sets and Barbies tied to the film; Starbucks has a collection of new cups and mugs, plus limited-time drinks inspired by main characters Glinda and Elphaba; and Betty Crocker has “mix to reveal” cake mixes that turn pink or green when wet ingredients are added.
Toyota's Lexus is even releasing two unique versions of its 2024 Lexus TX, with “Wicked” themed wraps.
The Broadway show on which the film is based is one of the most popular and highest-grossing musicals of all time and already has an established and rabid fan base.
At New York City's Gershwin Theater alone, more than 14.5 million people have purchased tickets to see the show since its launch in 2003, generating more than $1.67 billion in ticket sales, according to Broadway World. These figures do not include traveling national shows or international residencies.
These fans are hungry for merchandise that celebrates and expands their fandom and they are willing to pay for it, according to Mintel's 2024 “US Superfans and Enthusiasts Consumer Report.”
The report shows that nearly half of “superfans,” the most enthusiastic and dedicated fans, spent money on official fandom events or merchandise in the past year. The report, which surveyed 2,000 adults in the US, also found that fandom collaborations and partner releases are the most successful among niche superfandoms.
And that's a good thing for the retail space, where the consumer confidence index fell 7 points in September, the biggest drop in more than three years, before rising 11% in October, the biggest acceleration in one month since March 2021 .
Retailers who partner with Universal are expected to see an increase in sales of 'Wicked' items, helping them stand out from other companies in the coming months.
What could also drive demand is the fact that these merchandise collaborations only have a limited timeframe. Once supplies run out, they are unlikely to be replenished. So even the most price-conscious consumers may be willing to spend money to get their hands on these products before they disappear from the shelves.
Movie theaters also offer themed popcorn buckets, drink specials and other merchandise for moviegoers who go to the theater to see the movie. These retail options could help grow the 'Wicked' box office.
At this point, box office analysts have a wide range of information about what “Wicked” could do on its domestic opening weekend. On the conservative side, there is a revenue of $85 million forecast by leading entertainment and technology research firm NRG. Meanwhile, others speculate that the first film in a planned duology could hit $100 million and rake in as much as $150 million during its first three days in theaters.
The divergent expectations come as Hollywood has struggled in recent years to market movie musicals and turn a profit. Adaptations like “In the Heights,” “Dear Evan Hanson” and “Mean Girls,” all based on Broadway shows, failed to generate significant box office revenue during their runs.
However, other fan-favorite intellectual property-based titles – including “Dune: Part Two,” “Deadpool & Wolverine” and “Inside Out 2” – have outperformed estimates. Because 'Wicked' is already a household name, but is also present in the music world, box office analysts find it difficult to predict where it will end up.