“Wicked” was a surprise theatrical boxoffice hit last year, so Universal Pictures is ready with a licensed-merchandise extravaganza for sequel “Wicked: For Good.”
Some 300 movie-themed items are licensed by Universal Products & Experiences, including two models of singing toy dolls from Mattel. Universal hopes that the movie about a wizard, witches and a mythical land casts a spell and enchants.
The new “Wicked: For Good” premieres Nov. 21, is rated PG, and again stars Oscar-nominees Arianna Grande and Cynthia Erivo in the “Wizard of Oz” musical yarn. Last year’s “Wicked” was an unexpected blockbuster with $473 million in domestic boxoffice ($756 million worldwide) against cost of $150 million to film.
They are both adapted from the Broadway play based on the book, which was published back in 1900. The publishing copyright, which is the foundation intellectual property (IP), expired in 1954, putting the property in the public domain; the copyright of the famous adapted movie from 1939 continues for another a decade.
“Wicked: For Good” sports licensed merchandise in apparel, accessories, footwear, home decor, drinkware, beauty, toys, role play items, publishing and collectibles. “We’re introducing new home and lifestyle collaborations for ‘Wicked: For Good’ and celebrating the film in a way that fans can truly feel and take home,” Rafa Macias, Global CPG Commercial Officer, Universal Products & Experiences, says in a press release.
Mattel’s two singing toy dolls are priced $26.99 for Elphaba and separately Glinda, each belting out a different song. There’s also a child’s cosmetic compact case for $30.
The merchandise lineup does seem heavy with fragrances, beauty products and apparel that appeals to women, which are a big demographic for the “Wicked” IP.
Amazon lists movie-themed Wet Brush Original Detangler Hair Brushes for $19.99. There’s a glittering set of Aqua x Wicked Rhinestone Pumps high-heel shoes for $52.20 that are fit for a princess. While most merchandise is priced under $100, there’s a $595 Zac Posen Pleated Tulle dress that gives a stylish Elphaba vibe.
In another strand appealing to females, there’s a “Wicked”-themed line of Olay Body and Secret personal care products, just for a “limited time,” according to a press release. “Inspired by the captivating worlds of the witches of Oz, Elphaba and Glinda, this hydrating collection features serum-infused body washes and clinical strength deodorants formulated with superior skincare technology and enchanting scents” (whatever all that means!).
Actress Grande lends her name to two perfume scents (so technically not directly sourced to “Wicked” IP) called Glinda Bubbly Pink and Elphaba Enchanted, in partnership with studio Universal. They are limited-time fragrances priced at $72. “This launch is both a personal tribute to an experience that has meant everything to me and an invitation to celebrate the magic and strength of these characters,” Grande says in a press release.
To generate a buzz with media and consumers, Universal Products & Experiences (UP&E) opened a one-day popup home Oct. 1 crammed with “Wicked” merchandise in New York City. A press release calls it an “immersive experience” across a multi-room layout. The publicity stunt generated lots of online content on TikTok (thank-you influencers!), Instagram and what-to-do event calendars.
Merchandise companies typically get unique rights, but individual retailers also line up exclusives, which are an incentive to push the whole “Wicked” collection harder. A press release from Target stores says that its “Wicked: For Good” collection “features nearly 200 new products, with nearly half the assortment exclusive to Target and priced under $20.” Target, which operates 2,000 stores, says some products will be released in the days ahead up to the movie’s Nov. 21 premiere.
Retailers use their own paid-advertising, online promotion and point-of-purchase signage to publicize their merchandise, which also hypes the movie. (text continues after table below)
‘Wicked: For Good’ Merchandise
Lifestyle, beauty, luxury home decor & design
- Cambridge Satchel Company
- Lingua Franca
- Love Shack Fancy
- Luxe Brands with Ariana Grande Fragrances
- MONSE
- r.e.m. beauty
- Swarovski
Fashion, bags, footwear & accessories
- Bombas
- GAP
- Loungefly
- Lug
- Hey Dude
- PUMA
- Roots
Home, food, beauty & wellness
- Butterkist
- Compartes
- Crosley
- Essie Nail Polish
- General Mills
- Hostess
- Hovis
- KISS Products
- Kristin Ess Hair
- IT Cosmetics
- Le Creuset
- Lush
- Mars Wrigley’s SKITTLES & EXTRA Gum
- Olay Body & Secret
- Ordo
- P&G
- Pernod Ricard USA / Absolut Vodka
- Robinsons
- Stanley 1913
- Wet Brush
- Voluspa
Toys, publishing, costumes & collectibles
- American Girl
- Build-A-Bear
- Basic Fun
- Disguise
- Funko
- Insight Editions
- JAKKS Pacific
- Little People Collector
- LEGO Group
- Mattel
- Müller
- The Noble Collection
- Polly Pocket
- Random House Children’s Books
- Squishmallows
- UNO
Though “Wicked” merchandise is omnipresent, the 300 categories do not seem to be a record for a film property. In 1993, movie “Jurassic Park” (also based on a novel) rolled out with over 1,000 merchandise categories.
Universal Pictures said at the time that it aimed to “own” the dinosaur category with that merch blitz, which it did. Even museums that require scientifically-correct merchandise stocked “Jurassic” goodies, which were designed with guidance from expert paleontologists.
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