WICKED FOR GOOD Expands Reach by Co-Branding!

Unless you've been living under a rock for a year, today's the big day for Wicked fans. That's because the second part of the two-part movie adaptation of the 20-year-old musical arrives in movie theaters. Directed by Jon M. Wu and starring Ariana Grande as Glinda the Good Witch and Cynthia Erivo as Elphaba the Wicked Witch, Wicked for Good continues the story of good versus evil in the land of Oz.

While the movie's story, music, and cinematography are the main appeal, countless brands have jumped on the co-branding bandwagon to cash in on the buzz surrounding the movie. 

‎While I've shared some during the last couple of months, it's time for a recap. Perhaps, your brand can learn some co-branding lessons from the following list:

* Precious Moments (Glinda and Elphaba doll figurines)

* Printfresh (Glinda pajamas featuring jeweled wants and Elphaba's Alchemy-themed pajamas)

* Lush (Assorted cosmetics and skincare products)

* The Noble Collection (Glenda's wedding tiara, Glinda's replica earrings, and Glinda and Elphaba Bookmark Set)

* Mattel Creations (Glinda and Elphaba dolls and Little People Collector Set)

* Lovepop (WIcked collection pop-up greeting cards)

* Little Golden Books "Wicked" Series (Books)

* Amazon Prime (Early movie ticket seller)

* Puma (Shoes)

* Stanley (Drink holders)

* Johnny Rockets (Food combos)

* Compartes (Chocolates)

* Freskas (Chocolates)

* Le Creuset (Cookware)

* Cascade (Limited-Edition dishwasher cleaning pods)

* Classic Whipped Light Cream - Salted Caramel flavor (Wicked Edition)

* Swiffer Sweep+Mop (Wicked Edition)

* Wicked For Good + Ariana Grande Fragrances

* Care Bears (Love-A-Lot Bear as Glinda and Good Luck Bear as Elphaba)

* Monogram Collectibles (Mystery Figural Bag Clips)

* Williams-Sonoma (Wicked-inspired collection of cookware)

* Pottery Barn (Wicked-inspired bedding)

* Marks & Spencer (Wicked character snow globes and holiday ornaments)

* Dolby Cinema (Wicked snow globes)

* Regal Cinemas (Popcorn Music Box)

* Cinemark (Popcorn Collectibles)

* AMC Theatres (Glinda and Elphaba Popcorn Buckets, Emerald City Popcorn Bucket, Blanket, T-Shirt, and Cups)

* Sophia Webster (Shoes)

* American Girl Doll (Elphaba doll)

* Wrigley's Extra Chewing Gum (Green Spearmint and Pink Classic Bubble flavors)

* 7th Heaven (Elphaba and Glinda face masks)

* Owala (Stainless steel bottle drinkware) ("From bubble to broomstick, two legends unite. Glinda’s pearlescent pink shimmers with goodness. Elphaba’s emerald green sparkles with power. Together, they turn everyday hydration into something extraordinary.")

* June's Journey Wicked For Good collaboration (Mobile game from November 1 through late January 2026, characters and settings from the Wicked franchise appear throughout the game)

*Dunkin’ (Refreshers and donuts)

*Build-A-Bear (Plush bears online and in workshops - and also at FAO Schwarz in New York City)

*”Dancing with the Stars” TV show on ABC (“WICKED”-themed night featured director Jon M. Chu as guest judge, episode aired October 21st)

*Lexus (Ad featuring director Jon M. Chu and family driving through Oz-inspired scenery)

*Bubble limited-edition lip balm (Green Apple Elphaba and Glinda Bubblegum flavors)

*General Mills (Glinda Good Berry and Elphaba Caramel Apple cereals)

While many movies hope to create buzz with co-branding initiatives, none come anywhere close to the number and range of WICKED's co-branding partnerships. Which one was your favorite? I think cookware and dishwasher cleaning pods were clever out-of-the-box collabs!

Share this: While the #WickedForGood story, music, and cinematography are the main appeal, countless brands have jumped on the #cobranding bandwagon to cash in on the buzz surrounding the movie. #DebbieLaskeysBlog

Image Credits: Le Creuset/Universal City Studios LLC and Cascade (Procter & Gamble).

Read my post from November 2024: Co-Branding and WICKED:

https://www.debbielaskeysblog.com/2024/11/co-branding-and-wicked.html

Check out my guest post on Joseph Lalonde's blog: Five Leadership Lessons from WICKED The Movie:

https://jmlalonde.com/five-leadership-lessons-from-wicked-the-movie/

Finally, check out Joe's post: Quotes And Leadership Lessons From WICKED The Musical:

https://jmlalonde.com/quotes-and-leadership-lessons-from-wicked-the-musical/