Universal Products & Experiences Details ‘Wicked’ EMEA Licensing and Retail Campaign

Eight weeks before the release of “Wicked,” Universal Products & Experiences (UP&E) is using Brand Licensing Europe 2024 to unveil further details of its EMEA licensing and retail campaign. 

Universal has been strategically seeding the film’s campaign since February when the first teaser premiered during the Super Bowl. The release of subsequent movie trailers – including a trailer from LEGO – have become events. The film’s stars, Ariana Grande and Cynthia Erivo, were on location in Paris supporting the Olympic Games, and have revealed their Glinda and Elphaba Singing Fashion Dolls from Mattel on their social channels.  

With “Wicked” coming to big screens Nov. 21 in Italy, Nov. 22 in the U.K. (a global red-carpet location) and Spain, Dec. 4 in France, Dec. 5 in Portugal, Dec. 6 in Poland and Dec. 12 in Germany, fans will be transported to the magical world of Oz through a diverse range of merchandise and immersive retail experiences from UP&E.  

Inspired by the vibrant world in which the untold story of Elphaba and Glinda takes place, the licensing campaign spans categories such as apparel, accessories, footwear, home décor, beauty, toys, role play, publishing and collectibles.  

“It’s exciting to be showcasing ‘Wicked’ at BLE as we’re just one week away from merchandise flying to retail shelves and eight weeks away from the release of this highly anticipated movie,” says Rafa Macias, executive vice president, global commercial officer, Universal Products & Experiences. “With an amazing list of products and experiences that bring the beloved story and characters to life in new and magical ways, we can’t wait to show the breadth of possibilities that ‘Wicked’ can inspire, especially with ‘Wicked: Part 2’ coming in 2025.” 

Related:‘Wicked’ Product Collaborations Named

“Wicked”-inspired lifestyle collaborations include brands such as: 

Everyday apparel, accessories, bags and footwear with partners such as:   

“Wicked”-themed home, food and beauty items from licensees include: 

Toys, costumes, role play, publishing, stationery and collectibles licensees will roll out, with master partners Mattel and LEGO leading the way, include: 

This fall/holiday season, fans will be able to find “Wicked” products at retailers that include: 

Universal Destinations & Experiences will offer even more product collections, including immersive “Wicked” retail experiences and elevated home and collectible merchandise, as well as apparel, accessories, toys and more for fans of all ages at Universal theme parks around the world – all arriving in time for the film’s release this fall.