Glinda: “Listen to me. You can do anything.” Elphaba: “I know,” also said the Wicked marketing team.
The anticipated release of the Popular (see what I did there) Broadway show Wicked is set to embrace our screens on the 22nd of November. Cynthia Erivo and Ariana Grande unite as Elphaba and Glinda to take us on a journey through Oz this month.
The official trailer dropped back in the height of the summer and gripped Broadway fans immediately. The trailer has nearly 10 million views to date and the second trailer has over 6 million views.
Fans took to the comments to express their excitement, tears, and love for the film, though they had a 5 month wait to go. If this was the reaction to the first part of the movie adaptation, get ready for the uproar over the second part. Yes, the second part is set to release in November 2025.
The spectacular film has been in the works for the past couple of years, and endless marketing will accompany its upcoming release. The movie had a $145 million budget. To put it in perspective, Barbie had the same budget. From make-up to cakes, trailers, posters, pictures, and even alcohol, Wicked is everywhere you turn your head.
Follow our magical journey as we take you on a trip down the Wicked marketing road, although I am not the Wizard.
R.E.M. Beauty and Mac Cosmetics
Starting off with the make-up marketing schemes, it was only fitting that Glinda (Grande) herself released a range in collaboration with Wicked. Ariana Grande’s r.e.m. beauty x Wicked range includes a set dedicated to Glinda and Elphaba filled with metallic lipstick, liquid eyeshadow, lip & cheek stick, and an eyeliner pencil all in exclusive shades linked to the characters.
The range also includes a ‘so popular’ set with an exclusive shimmery lip oil and two fragrances of Ariana Grande’s popular r.e.m. perfume. If make-up isn’t your thing but you’re obsessed with Ariana, she has also released limited-edition r.e.m. beauty x Wicked merchandise, ranging from crewnecks to accessories.
Similarly, Mac Cosmetics (only in Australia and New Zealand) has released a makeup range in highly wearable shades. The line features a standout eyeshadow palette, named Emerald City. Alongside two shades of Mac’s popular lipsticks, Beam There, Done That for Elphaba and Hug Me for Glinda.
Appearances
The cast has made various appearances since the movie was announced. CinemaCon in 2023 revealed the first look at the movie. The trailer played at popular events such as Super Bowl LVIII, where Grande and Erivo attended in matching pink and green custom Louis Vuitton jerseys to hype the movie.
The pair also presented an award together at the 2024 Academy Awards, again dressed in pink and green to present Best Original Song and Best Original Score.
The stars also stepped out for a night at the Met Gala in 2024. In glamorous dresses, they answered questions and held hands on the red carpet. Ariana Grande was originally performing that night, but the pair graced the stage to perform a duet cover of Whitney Houston and Mariah Carey’s “When You Believe.”
With less than a month to go, the two witches are leaving a trail of pink and green all the way to the cinema screens. They’ve embarked on press tours in Sydney alongside other cast members, Jonathan Bailey and Marrissa Bode.
Private Screening for the Kardashians
Kim Kardashian hosted Cynthia and Ariana at her home for a private screening of Wicked just a month before the official release. Kim decked out her house in pink and green flowers and placed huge cardboard cutouts of Elphaba and Glinda. She even included Wicked-inspired drinks and dolls and Funko! Pop figures for the children.
Kim was joined by her mother Kris, and her sisters Kourtney, Khloe, Kendall, and Kylie. Also joining them were Kim’s children and nieces. They all wore matching green pajamas with pink fluffy socks, with the children in matching spotty pajamas. Ariana was stunned in her own pink pajamas and green socks. The Kardashians described it as “the best pajama party ever!”
Starbucks
Customers in the U.S., Canada, and other participating countries stepped into the world of Oz as Starbucks released special drinks and magical merchandise for the movie.
Glinda’s Pink Potion is a Mango Dragonfruit Starbucks Refresher. It is hand-shaken with creamy coconut milk, ice, and a scoop of freeze-dried dragonfruit and topped with silky-smooth non-dairy strawberry cold foam. The drink is finished with an “Oz-dusting” of magic (colorful candy sprinkles).
Elphaba’s drink is a classic Cold Brew. It is sweetened with a peppermint-flavoured syrup. The drink is topped with silky-smooth, non-dairy matcha cold foam and colorful green candy sprinkles for an “Oz-dusting” of magic.
A variety of cold and hot reusable cups were also released, glistening in shades of pink and green. So fans can “defy gravity” with their new cups.
Clothing, Accessories, and Shoes
Crocs offers two different types of clogs to celebrate the film: the classic clog for Elphaba and the siren clog for Glinda. Of course, they are pink and green. The collaboration with Wicked has also seen the release of a pack of five Jibbitz. Swap out your trainers for a pair of Wicked Crocs to step into Oz this month.
H&M has released a 12-piece capsule collection including sweaters, t-shirts, and accessories. The collection also includes an iconic blazer to truly embrace your inner Elphaba.
Marks & Spencer followed H&M and released an outstanding movie capsule, including loungewear, pajamas, dresses, and sweaters for adults, teens, and children.
Gap also offers a 20-piece collection with a vast casual selection of sweats for adults and kids. The clothing and accessories feature the brand’s signature capitalized “GAP” logo with an outline of Elphaba in her witch hat replacing the “A.”
Food & Drink
Who knew Wicked could taste and look so good? Clearly, the infamous viral Betty Crocker x Wicked cupcake kit. The tasty bakes went viral on TikTok as users added their eggs, oil, and water to a magical surprise of either pink or green cake batter.
Pernod Ricard has whipped up a cocktail masterclass with a limited edition set, including spirits Absolut, Kahlúa, Malibu, and more. The set includes popular cocktail recipes, such as an ‘Ozmopolitan’. Including a Fandango code towards your movie ticket purchase allows you the chance to win a trip for two to the L.A. Wicked premiere.
I am not going to be the one to tell you to drink responsibly, but I’d definitely sip on one of these on my way to Oz.
Robinsons, the British fruit drink brand, has launched two limited edition squash bottles: Amazafying Citrus Twist (for Elphaba) and Outstandiful Berry (for Glinda) under Robinsons’ Double Concentrate range. Within these bottles, they have released a promotion offering consumers the chance to win Wicked merchandise and a trip to New York.
Toys & Games
There is an endless selection of fun to be had, no matter your age, when it comes to the Wicked collaborations!
For those who love collectibles, Funko! Pop has released a full range of characters. Elphaba and Glinda have a variety of characters and different outfits. Additionally, Funko! Pop has included Madame Morrible, Fiyero, and The Wizard in the collection.
Fancy having your own Emerald City? Well, no problem! LEGO has you covered. Four exclusive sets ranging from 304 pieces to 945 pieces have dropped on the website. You can now build your own Elphaba and Glinda figures, build the witches’ dorm, and get crafty constructing Shiz Univeristy and Emerald City.
The Emerald City set comes with five mini-doll figures: Glinda, Elphaba, Madame Morrible, The Wizard, and Fiyero. An inside QR code is also included in the sets to explore more fun! Embrace your imagination with Lego x Wicked.
Fancy a game of Monopoly? But not just traditional Monopoly, Wicked Monopoly? Whizz around the board on your witches’ broom, buying Munchkin Homes and Emerald Castles to gain the Wizard’s invitation.
The new Mattel Doll collection has released three variants of dolls: fashion dolls, deluxe dolls, and singing dolls. Fans can snag these dolls at Target, Amazon, or Walmart. Ariana Grande and Cynthia Erivo expressed how the dolls looked so much like their characters, with Ariana saying, “It’s perfect! I love that I have anxious eyebrows.”
If you’re not into collectibles or playing games, cuddle up to something soft with Build-A-Bear or Squishmallows. Build-a-Bear offers adorable plush bears dressed in a black witch outfit, with the Wicked logo stamped in green on their feet. While they haven’t confirmed a Glinda bear yet, they have dressed their traditional bunny in a crown and pink dress, just like her.
The Walmart-exclusive Squishmallow collab sold out instantly, but the two characters’ toys are now available on eBay for around $34.
Home Accessories
The ever-so-popular Stanley collaborated with Target who then collaborated with Wicked to release limited edition tumblers. The $55 stainless steel cups sold out within minutes of the release and people are now reselling them for double the price on second-hand websites.
Shark has given their best-selling FlexStyle appliance a Wicked makeover. The wand has been given an iridescent green with a pink shimmer, ready for you to style your hair for your journey into Oz on the 22nd of November.
See you in the cinemas!
The Wicked marketing team, I take my hat off to you. The movie tie-in products are endless, and these are just some of the most popular ones.
Get your witches’ hats and wands ready as we embark on a magical adventure this month. What side will you choose: pink or green? Either way, they both go great together.
