“Wicked: For Good”’s Iconic Brand Deals Prove it Pays to be Popular

As a cold breeze blows through open windows and we prepare to turn to the final page of our calendars, we could not be more excited to wrap the month of November — fallen leaves, Tini’s mac ‘n’ cheese and “Wicked: For Good.” And for those who’ve been impatiently awaiting the sequel’s release like we have, today marks Elphaba and Glinda’s highly anticipated return to Oz. 

Since Cynthia Erivo and Ariana Grande first bewitched the box office last year, the film’s marketing team has continued to work its magic. “Wicked” spent an estimated $150 million across 400 brand partnerships and went on to earn over $165 million during its global opening weekend, becoming the highest-grossing Broadway adaptation to date. Universal Pictures chief marketing officer Michael Moses dedicated the same strategy to “Wicked: For Good,” aiming to be “just short of obnoxious.”

It would only be right to hold space for the enterprising collaborations inspired by “Wicked” this year. After all, “everyone deserves a chance to fly” — or better yet, buy. 

The green-and-pink branding has taken over groceries, alcoholic beverages and fragrances — and thanks to Febreze x “Wicked,” even your bathroom. Entering the personal hygiene market, “Wicked” has shown no market is free from a musical collaboration. The Equate x Wicked Sonic Powered Singing Toothbrush offers a soft-bristled instrument that plays both “Popular” and “Defying Gravity.” Equipped with a two-minute singing timer to make brushing more consistent and fun, this toothbrush turns everyday moments into opportunities to dance through life.

“Febreze Plug In Air Freshener, ‘Wicked: For Good’ Limited Edition” Via: Amazon

The movie has taken its advertising to new heights through innovative collaborations with unexpected yet popular franchises. Chili’s recent 35% increase in quarterly sales and virality for its Triple Dipper meals made it the perfect candidate for a “thrillifying” spark. This month, Chili's is brewing up two $6 margaritas, paying homage to both Elphaba and Glinda. The green “Witches Brew” margarita includes Granny Smith apple syrup and comes topped with a broom-shaped swizzle stick, while the “Good Witch” margarita glimmers pink with a wand to match.

“Chili's Just Launched 2 New, Limited-Edition Versions of a Fan-Favorite Menu Item” Via: Bailey Fink 

“Wicked” may have charmed margarita lovers, but its reach extends far beyond the cocktail crowd, building engagement with audiences of all ages. To celebrate the first movie, “Wicked” collaborated with LEGO to release four brick sets in October 2024, featuring everything from Glinda and Elphaba’s dormitory to Shiz University. Their partnership even included an ingenious LEGO rendition of the first movie’s trailer. This year, they upped the ante with the launch of six more sets depicting Glinda’s wedding and Elphaba’s retreat.

“The Land of Oz Gets ‘Brickified’ in Wicked Trailer Recreated with LEGOs” Via: Josh Weiss 

While fans eagerly wait for Erivo and Grande to reprise their roles, “Wicked’s” collaborations have kept the story on our screens. Season 34 of “Dancing with the Stars” has captivated over five million viewers weekly and received unprecedented numbers of votes from fans. Capitalizing on the show’s theatrical success, Oct. 21 marked “Wicked Night,” when each pro dancer and their partner quickstepped and foxtrotted to the soundtrack. “Wicked” director Jon M. Chu even appeared as a guest judge, ensuring viewers were accurately transported back to the Land of Oz.

“‘Dancing With the Stars’ Ends in Emotional Elimination After ‘Wicked’ Night: See Scores and Who Went Home” Via: Ryan Hudgins 

“Wicked” is more than a series; it’s a distinct and unmissable brand. Fans have leaned into the dual shades and signature sparkle through TikTok parodies of Erivo’s “Defying Gravity” riff and unofficial LEGO trailers, sealing the success of its spellbinding promotional efforts.

Has this two-part franchise changed movie marketing for the better? Time will tell. One thing, though, is certain: It’s been changed “for good.”