The release of Wicked has sparked a cultural and retail phenomenon, rivaling the blockbuster marketing blitz of Barbie just a year earlier. The highly anticipated adaptation of the Broadway hit has transformed the marketplace with a sweeping campaign of collaborations. Anchored in pink for Glinda and green for Elphaba, the movie’s themes of empowerment and friendship have inspired hundreds of partnerships across fashion, beauty, and lifestyle brands.
Universal Pictures enlisted global names like Starbucks, Target, and Aldo Shoes, alongside beauty giants R.E.M. Beauty and Shark Beauty, to create exclusive collections. The products include everything from themed apparel and accessories to bath bombs, nail polishes, and even pimple patches shaped like witches’ hats.
Retailers have embraced the moment with immersive experiences, including pink-and-green store façades and yellow brick roads leading shoppers inside. At Ulta Beauty, a dedicated Wicked hub showcases 69 themed products, while Aldo’s collection highlights theater nostalgia for longtime fans and a new generation of enthusiasts.
As TikTok trends amplify the hype and stores sell out of select items, brands are already gearing up for Part 2, slated for late 2025. The magic of Wicked is proving to be a retail force as timeless as its story.
