The upcoming Universal Pictures film adaptation of Broadway’s “Wicked” has announced a slew of brand collaborations and partnerships ahead of the movie’s debut in cinemas on Nov. 22. The robust nature of the marketing efforts has been the subject of serious analysis and cheeky Tweets. After “Barbie” painted Los Angeles street benches pink and saw a return on its investment, it seems “Wicked” may be trying to follow suit. After all, pink goes good with green. “Barbie” grossed $1.45 billion worldwide and garnered eight nominations for the 2024 Academy Awards, winning one; “Wicked” may be hoping for a similar success.
Several of the “Wicked” partnerships are exclusive to one retailer, such as Target or Walmart, while many offer actor-specific merchandise featuring the likeness of the movie’s stars Cynthia Erivo as Elphaba and Ariana Grande as Glinda.
Broadway News has compiled the known partnerships as of the date of publication.
Food and Drink
Starbucks
On Oct. 22, the coffee chain released two “Wicked”-themed beverages: Glinda’s Pink Potion and Elphaba’s Cold Brew.
Betty Crocker
As previously reported, Betty Crocker released a set of mix-to-reveal cupcake and cake pop baking kits in August. Collector’s editions are now available.
Pernod Ricard
Pernod Ricard, the film’s official spirits partner, released a “Wicked Cocktails Straight From Oz” cocktail kit. The set includes “Wicked”-inspired recipes for cocktails, as well as spirits from Pernod Ricard’s portfolio: Absolut Vodka, Kahlúa, Malibu and Skrewball.
Kellogg’s
Kellogg’s released special-edition Rice Krispies Treats squares featuring colored sprinkles.
Great Value
Walmart’s Great Value brand offers color-revealing, microwaveable macaroni and cheese single-serving cups, which reveal a Glinda-pink or Elphaba-green color when prepared.
