Co-Branding and WICKED

Have you counted the days until the movie version of WICKED appears in theaters? I certainly have!

Actresses and singers Ariana Grande and Cynthia Erivo star in the movie adaptation of the successful musical that was a prequel to the 1939 movie classic, "The Wizard of Oz," which was based on the book with the same name by L. Frank Baum, which was published in 1900. 

It's hard to believe that Kristin Chenoweth and Idina Menzel introduced us to the stories of the young characters of Galinda and Elphaba in WICKED on Broadway 20 years ago! In fact, Wicked is currently the fourth-longest running Broadway show in history after The Phantom of the Opera, Chicago, and The Lion King with nearly 8,000 performances since it first opened at The Gershwin Theatre in October of 2003. Even more impressive, Wicked has traveled all over the world and has been performed in over 100 cities and translated into six different languages. The production has accrued an estimated $5 billion in worldwide ticket sales over the last two decades.

According to NBC, "Set as the first in a two-part screen adaptation of the same-named Tony-winning stage production, the epic fantasy musical will carry its story across to the second installment — Wicked Part Two — which is scheduled to arrive in late 2025.

In the iconic 1939 movie musical "The Wizard of Oz," Galinda had a simple role to play. Known by her grown-up name Glinda, she was simply the Good Witch of the North, always hovering somewhere close by to bail Dorothy out of a sticky situation or two... while offering invaluable pointers about how Oz’s strange magic actually works.

In Wicked, Grammy-winning pop sensation Ariana Grande brings her huge vocal talents to the young witch's musical role, playing Galinda Upland (in her pre-Good Witch days) as she befriends the picked-on Elphaba after the two first meet as students. Where Elphaba is unpopular at school, Galinda is just the opposite. Everyone thinks she's pretty (and POPULAR), she comes from a wealthy family, and yet she forms an unlikely friendship with Elphaba that has sweeping implications for the musical's bigger story."

Producer Mark Platt explained, "Making films allows us to elaborate on the themes of the stage production. Film allows us to investigate the different worlds — Munchkinland, Shiz University, the dormitories, and classrooms. The dwellings where the Animals live, the wondrous Emerald City and Wizard's throne room. When we decided to make WICKED as a film, we wanted to be able to dramatize many of the elements that on stage you can't — from flying with monkeys to sweeping across Oz. These are places that only a camera can go. The films take advantage of this, opening the door to create a singular experience."

Cynthia Erivo has been quoted as saying she wanted green paint covering her body rather than using computer graphics to transform herself into the green character of Elphaba because she wanted to see herself with green hands.

But while the movie's story is the main attraction, countless brands have jumped on the co-branding bandwagon to cash in on the buzz surrounding the movie. Here are some of the brand partnerships and/or co-branding campaigns:

1. Starbucks will debut two new drinks inspired by Glinda and Elphaba. According to NBC, "The drinks will be available exclusively at Starbucks locations nationwide for a limited time. The exclusive drink line-up includes Glinda's Pink Potion, which is a Mango Dragonfruit Starbucks Refreshers Beverage hand-shaken with coconut milk, ice and a scoop of real, freeze-dried dragonfruit. The Pink Potion is topped with nondairy strawberry cold foam, and topped with a dusting of colorful candy sprinkles. The second drink exclusive is Elphaba's Cold Brew, which is comprised of a Starbucks Cold Brew sweetened with peppermint-flavored syrup and topped with nondairy matcha cold foam and colorful green candy sprinkles for an extra bit of Oz-inspired magic." 

2. Lego Wicked Kit

3. Wicked Build-A-Bear Plush Collection features a green Elphaba bear with an iconic black dress and hat as well as a Glinda bunny wearing a fancy pink gown. 

4. Wicked Suite at the New York Hilton Midtown

5. Ulta Beauty Stores aim to be a one-stop shop for all the beauty brand retailers partnering with the movie. You'll find tie-in merchandise in both Elphaba and Glinda flavors from Caboodles, Conair, Wet Brush and many of the other beauty brands.

6. Wicked x BÉIS Bags (luggage)

7. Vera Bradley Limited Edition Wicked Collection

8. Aldo Shoes Wicked Collab

9. Theory11 Wicked Playing Cards

10. Loungefly Elphaba Bag

11. Wicked OPI Nail Kits

12. Target Exclusives including Paul Tazwell's Clothing Collection

13. Spin Master Wicked Board Game

14. R.E.M. Beauty Wicked Makeup Collection

15. Mattel Glinda and Elphaba Shiz Dolls

16. Croc's Green Clogs

17. Hasbro's Monopoly

18. Kellogg Company's Rice Krispies Treats

19. Ground Up Women's Green/Pink Hightops

20. Lexus: According to Lisa McQueen, Manager of Lexus Marketing, "We've designed each vehicle to capture the magic of WICKED and bring the cinematic experience to life for its passionate fans. Just as Glinda and Elphaba each possess distinct powers and vibrant personalities, these customized vehicles spotlight their distinctive styles, ensuring that fans 'Experience OZmazing.'"

Do all of these partnerships and co-branding campaigns remind anyone else of the marketing buzz surrounding last year's BARBIE movie tie-ins?

Lastly, save the date on your 2025 calendar: WICKED: PART TWO hits theaters on November 21, 2025!

Image Credits: Kellogg Company's Rice Krispies Treats and Lexus.

Read how WICKED THE MUSICAL partners with nonprofits that change the world FOR GOOD:

https://wickedthemusical.com/for-good/