Wicked: For Good – A Magical Merchandise Explosion

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The world of Wicked has once again cast its spell on audiences, not only through its cinematic success but also with an extraordinary wave of merchandise and brand collaborations. Following the record-breaking debut of Wicked: For Good, Universal partnered with more than 400 global brands, creating a promotional campaign valued at $330 million and reaching an astonishing 15 billion impressions worldwide.

Box Office Magic ✨

  • Wicked: For Good opened with $147 million domestically, making it the second-highest opening of the year.
  • Globally, it debuted with $223 million, ranking fourth among Hollywood releases in 2025.
  • On its first Monday, the film earned over $14 million, setting the best non-holiday Monday box office record of the year.

New Brand Collaborations 🌟

  • Dunkin’ Donuts: Limited-edition drinks inspired by Elphaba and Glinda, collectible tins of green and pink Munchkins, and humorous ads featuring Cynthia Erivo and Jonathan Bailey.
  • Airbnb: Offered fans immersive overnight stays themed around Elphaba’s retreat.
  • Pottery Barn: Released collections inspired by Shiz University dorms, including bedding, barware, and decorative accessories.
  • Procter & Gamble: Their largest film promotion ever, spanning brands like Gain, Febreze, Olay, Swiffer, and Crest.
  • Lush Cosmetics: A 10-piece limited collection featuring Glinda’s Wedding Dress bath bomb and Elphaba’s floral body scrub.
  • Marks & Spencer: Whimsical pajamas, snow globes, and enchanting holiday gift sets.
  • Weee!: Branded packaging and tote bags for online grocery orders.

Returning Favorites 💚

  • Lexus: Custom Wicked-themed LX vehicle with karaoke features and a family-centered ad campaign.
  • Amazon: Prime member screenings, Wicked-themed Alexa packs, and Twitch charity streams.
  • Google Pixel & Android: New customization packs and the “Best Friends Forever” campaign.
  • LEGO & Mattel: Playsets, dolls, and even a “Brickified” recreation of behind-the-scenes footage.
  • Target: Nearly 200 Wicked products, from vinyl records to apparel and home décor.
  • Other returning partners include Funko, Build-A-Bear, Squishmallows, Sophia Webster, Voluspa, General Mills, and r.e.m. Beauty.

Why It Matters 🎭


The merchandise push reflects the themes of empowerment, individuality, and friendship that define the Wicked franchise. Fans are not just watching the story unfold on screen—they’re living it through collectibles, fashion, and immersive experiences. With such a massive promotional campaign, Wicked: For Good proves that modern blockbusters thrive as much on cultural branding as on box office numbers.

Source: Deadline – “Wicked: For Good Merchandise”



Location: United States

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