‘Wicked:’ A Product Campaign that Defies Gravity

Look around… everything is pink and green as Universal celebrates “Wicked,” its feature film tentpole.

From Universal Pictures and director Jon M. Chu, and starring Cynthia Erivo and Ariana Grande in the titular roles of Elphaba and Glinda, “Wicked” is the big screen adaptation of Stephen Schwartz’s eponymous Broadway smash-hit, which itself was adapted from the New York Times best-selling book by author, Gregory Maguire. The first of the two-part movie franchise premiered globally on Nov. 22, with the second installment set to hit theaters in Nov. 2025.

Chock full of beloved fan-favorite songs and melodies, “Wicked” tells the backstory of “The Wizard of Oz’s” Wicked Witch of the West, long before Dorothy dropped her house onto the yellow brick road. The film is centered on the misunderstood (and green-skinned) Elphaba and her unlikely, yet deeply connected, friendship with the bright and bubbly Glinda as the two young sorceresses navigate growing up and asserting their convictions in the land of Oz.

And with it comes the opportunity to bring the story of a lifetime into the hearts and carts of fans all over the world.

Vince Klaseus, Universal Products & Experiences

An IP that is ‘Popular’

It is no surprise “Wicked” is dominating the Universal portfolio – the fan-favorite Broadway musical has been touring the globe since 2003, making it one of the top five most popular shows of all-time and one of the longest running.

Related:Special Report: Movie and Streaming Brand Licensing Trends

With an original score that is as deeply connected to the storyline as the yellow brick road, “Wicked” has been performed in more than 100 cities and 16 countries, counting more than 65 million tickets sold (source: Variety). Its songs, such as “Popular,” “Defying Gravity” and “For Good,” are cultural mainstays known the world over.

It’s of no surprise, then, that Universal is betting big on a consumer products program that rivals the most complex of superhero franchises on the market. After all, this is a chance to launch a wholly new franchise in a genre that is broadly appealing to multiple demographics – from kids and adults to women and men on almost every continent.

“We have the opportunity to deliver a story, characters and themes that the world could really use right now,” says Vince Klaseus, president, Universal Products and Experiences.

He continues: “The stage show launched more than 20 years ago, which means you’ve got generations of fans that have been built over time. The movie engages current fans and plays into multi-generations – it’s such a powerful, exciting, action-oriented and emotional film, and that mix of ingredients speaks well to general audiences and families. Each of those pieces are going to resonate with the world right now.”

Related:Leading Licensees 2024

The film offers Universal the opportunity to look at franchising from a fresh perspective while still capitalizing on themes that are relatable the world over – everything from female empowerment to the meaning of friendship, good vs. evil, the power of conviction, diversity and inclusion and the fight for voices that might not be loud enough to cut through the noise. In short, it’s not your typical blockbuster tentpole of the early aughts and 20-teens.

“The first run of an IP is tough to get up and into the world, particularly when it has been dominated by a lot of existing franchises, brands and content. [‘Wicked’] is fresh, new and quite exciting,” says Klaseus. “There’s a lot of ingredients that have gone into it that are fueling the frenzy … the themes, the characters and, of course, the talent. It is all really exciting.”

LEGO “Wicked” Elphaba and Glinda figures set.

Orchestrating a Pink and Green Symphony

Behind each powerhouse brand from Universal is what’s called the “Symphony” – a cacophony of synergistic levers within the broader Comcast NBCUniversal organization that play together to spark a marketing strategy that reaches far and wide. “Wicked” is the latest to benefit from the Universal Symphony of opportunity in arguably the biggest approach in recent history. It’s why “Wicked” has been so ubiquitous during H2 this year – from your television to your social feed, on the shelf and in your ear.

Related:Primark Unveils ‘Wicked’ Collection

Throughout the year and in the run up to the film’s release, the Symphony campaign exponentially ramped up media coverage, publicity and promotion for the property, effectively supercharging all campaigns to create blockbuster moments like the first-ever coordinated ecosystem take-over with Xfinity and SKY that was anchored by a co-branded holiday campaign featuring stars Erivo and Grande. There was also a behind-the-scenes broadcast that aired on NBC, Peacock, Telemundo, SKY and an additional 40+ international broadcasters; as well as a massive theme park activation executed during the holiday season, which Universal is calling the largest ever of its kind.

“There are a lot of initiatives battling to become Symphony priorities,” says Klaseus. “This one was a no-brainer for many reasons. We knew it was going to be something special very early on just from the way the filmmakers were [crafting] their vision. That excitement has only grown and amplified as we’ve gotten deeper into [the making of the film].

“It’s a big swing for us and one of the biggest investments we’ve ever made as a company, but we’re leaning into it from all angles,” continues Klaseus. “The Symphony program unlocks all of the assets and opens up inventory across all facets of the company.”

That Symphony means Universal is able to tap into its marketing juggernaut and showcase opportunity from every single area of its business – from this summer’s Paris Olympics, where you saw Grande and Erivo arrive arm-and-arm in emerald green and pink at the opening ceremonies, to the endless parade of network and in-person appearances, prime time content and social activity in support of the film. And don’t forget about Universal’s experience opportunity layered in with its parks and location-based offerings.

“Every single part of the company has a part to play leading into [the film premiere] and to support this, and then to fire on all cylinders at the same time is pretty powerful,” says Klaseus.

“As we’ve seen time and again, the incredible power of Symphony supercharges any marketing or franchise strategy across the Comcast NBCUniversal ecosystem,” says David O’Connor, president, franchise management and brand strategy, NBCUniversal Studio Group. “The kind of campaign we’ve created for ‘Wicked’ could only come about at a company like ours thanks to the unparalleled support from leadership and the commitment and collaboration from teams across the enterprise.”

The tightly orchestrated campaign is reaching across the globe, first rolling out in Western markets simultaneously including North America, Europe, Latin America, Australia and New Zealand, then extending to Asia in spring of 2025. Says Klaseus, Japan will also be a major focus where fan-affinity is strong.

Béis x “Wicked” capsule collection of luggage and other travel accessories.

A Product Campaign that Defies Gravity

Beyond the marketing support are the product programs that are enmeshed into the storytelling and fan experience of the “Wicked” film. And for Universal, that means launching big into every major category with partners Klaseus calls cleverly, “better, best and bestest.”

Typically, film programs (especially new IPs) use a concentric circle model for product roll-out that builds over time, launching first with the broadest categories and partners and then expanding deeper into more specialty categories over the course of years. Not Universal and not for this program.

“Wicked” has gone to market with a curated range of products ahead of the film debut in countless categories, all with blue chip licensees that run the gamut from high-end apparel to lifestyle, beauty, food and beverage, toys and games and more.

“From the early stages, we wanted to make ‘Wicked’ look and feel different, and that was certainly a part of the strategy and focus,” says Klaseus. “We have an elevated proposition that is focused on a design-forward, quality product propositions. We looked at the old standard of ‘good, better, best’ and turned it on its head a little bit to push it and make it ‘better, best, bestest.’ We pushed ourselves and we pushed our partners to deliver a broad array of products and programs that span from fashion runways to department stores, through mid-tier and specialty into mass. But I think no matter where we are showing up, it’s really a beautiful presentation that has stayed authentic, which was very intentional.”

Early assortments include a massive push with retailer Target, which becomes the “ultimate fan destination” for “Wicked” this holiday season. Launched in October with more than 150 “Wicked”-inspired items, the retailer-exclusive product program is one of the largest ever. Erivo herself kicked off the launch in-store and saw product sell-through at record speed. Products include an apparel and accessories range created by the film’s costumer designer, Paul Tazewell; the Elphaba singing doll from Mattel; limited edition quenchers from cult favorite Stanley; a special version of “Wicked the Soundtrack” on vinyl; a nail polish collection with OPI; It makeup brushes for Ulta; bath, body and skincare from Beekman 1802; and more, all featured in branded shop-in-shops, through digital experiences and various other surprise-and-delight opportunities as the holiday season progresses.

With Starbucks, Universal paired in the U.S., Canada and select international markets to release an assortment of collectible tumblers, keychains, cold cups and more inspired by the film’s characters and themes. They also launched a range of specialty beverages, all with a “Wicked” spin.

Additional partners locked in for “Wicked” are many and include lifestyle products from brands like Béis, Bombas, Eugenia Kim, Rebecca Minkoff, Lingua Franca NYC and Voluspa; elevated apparel, accessories, bags and footwear from partners including Accessory Innovations, Bioworld, Crocs, Foster Grant, Ground Up, High IntenCity, Hybrid, Kipling, Lola + the Boys, Loungefly, Mad Engine and Vera Bradley; homewares and food and beverage assortments from Blissy, Conair, Dreamtex, Lush, Makeup Eraser and Zaks; and toys and costumes in all categories with master partners Mattel and LEGO, as well as Build-a-Bear, Disguise, Fisher-Price, Funko, Hasbro, Jakks Pacific, Jazwares, Random House, Rubies and Spin Master. All of this is supported in-store by retailers from mass to class, including  Aldo, Amazon, Bloomingdale’s, Cotton On, El Corte Ingles, GAP, Kiabi, Kohl’s, H&M, Hot Topic, Liberty of London, Liverpool, Loblaws, Marks & Spencer, Primark, Ulta Beauty, Walmart and many more.

On the fashion front, “Wicked” is leveraging that category deeply, capitalizing not only on the breathtaking costume design by Tazewell, but also the pink and green elements that shine through from the characters and the inspirational world of Oz. Fashion opportunities will span demographics, leaning in on all ages from kids to adults across every price point.

According to Klaseus, while the product program hits on many different and strong categories from the outset, it will take a multi-year strategical expansion approach that allows consumers to deepen their fandom, which mirrors the film’s delivery cycle. The first “Wicked” film hits theaters this holiday season, with part two premiering in Nov. 2025.

Expect broader assortments, new piece types, different characters and varied categories as the marketing cycle continues into next year.

Additionally, the program will feature highly at Universal’s own theme parks and destinations around the world, which include an immersive “Wicked”-themed retail experience that offers additional offerings in the home, collectible apparel, accessories and toy categories.

“I know it is probably unusual in terms of how much we have out there, but we did leave ourselves a lot of room to grow,” says Klaseus. “We were intentional about the piece types and the partnerships that we came out in this first step. You’ll definitely see an expansion next year.

“I will give credit to my team, to our CP and retail partners for really leaning in and delivering something special for ‘Wicked,’” continues Klaseus. “It’s been exciting and it’s really a feel-good moment … Once people saw the IP and creative vision, partners believed in the magic of ‘Wicked.’ From there, the more they saw, the more they wanted and the momentum continued to build.”

“Wicked” x Primark.

‘Wicked’s’ Place in the Universal Universe

Klaseus says “Wicked” is a nice complement to the Universal IP portfolio, rounding it out in a way that allows partners a fresh, new opportunity alongside its tried-and-true properties such as “Minions,” “Jurassic World,” “How to Train Your Dragon” and more. After all, “Wicked” fills a gap that is unique without infringing on audience share or competing for similar consumer spend.

“‘Wicked’ is very different from anything we have so far,” he says. “It complements our portfolio 150%, making it richer, and gives us slightly different audiences and fanbases to go after, as well as expands to various kinds of product and retail opportunities that are unique from where we’ve been.”

“Wicked” offers Universal a strong run-in into 2025, which, for the studio, will continue to be a year full of opportunity. Klaseus predicts it will be one of the “most impactful” years to-date for the studio, in fact. In addition to the second “Wicked” film, 2025 will bring the “How to Train Your Dragon” live-action film; a new movie in the “Jurassic World” franchise, “Jurassic World: Rebirth;”a film adaptation for “Gabby’s Dollhouse;” the 10 year anniversary of “Minions” and, perhaps the biggest feather in Universal’s cap, the opening of Epic Universe, a collection of immersive worlds and experiences set to open at Universal Orlando theme park. Universal’s Epic Universe is its most ambitious project yet and will host five themed lands with more than 50 attractions, entertainment experiences, retail and restaurants based on properties such as Nintendo’s “Super Mario” franchise, “Wizarding World of Harry Potter,” “How to Train Your Dragon” and Dark Universe. Epic Universe opens its gates in May 2025.

“We have something for everyone – that is what we keep saying,” says Klaseus. “We have something for all ages and all demographics. We feel confident and excited as we look to the future.” 

r.e.m. beauty’s limited edition beauty products, brought to life by founder, Ariana Grande.

This story was taken from the December 2024 issue of License Global. Read the full issue here …