Ahead of its big release on November 22, 2024, Universal’s Wicked is going all-in on merch, and it’s definitely making waves. After Barbie‘s huge success in 2023, Wicked is stepping up its game with a bunch of green-and-pink-themed products. This merch isn’t just limited to basic stuff — we’re talking everything from clothes, accessories, and toys to home decor and even luxury cars, all tied to the movie. It’s like a retail takeover that could boost the industry during the holiday shopping season, which is a huge deal.
Big stores like Target and Walmart have whole sections dedicated to Wicked-themed stuff. You can find shirts, sweaters, shoes, dolls, plush toys, books, nail polish, and so much more. Even companies like Lego and Mattel have jumped on board with Wicked-themed sets and Barbies. Starbucks is selling limited-edition tumblers and mugs, plus character-inspired drinks for Elphaba and Glinda. Betty Crocker has also joined the party with “mix to reveal” cake mixes that change color when wet ingredients are added. But it’s not just the basic retailers — even Lexus is getting in on the action with special Wicked-themed versions of their 2024 Lexus TX cars.
This merch explosion is tapping into the massive fanbase of the Wicked musical, which has been a huge hit on Broadway for years. Since it started in 2003, the show has sold over 14.5 million tickets at the Gershwin Theater in New York, bringing in more than $1.67 billion. Fans are super passionate, and a lot of them are willing to spend big money on Wicked-themed stuff to feel even more connected to the world of Oz. A report from Mintel found that nearly half of “superfans” have spent money on official merchandise or events in the past year, which is exactly why these limited-edition collabs are so successful. People love showing off their fandom, especially when the stuff is exclusive.
Universal’s massive merchandising campaign is expected to help retailers during the holidays, especially after the retail industry saw a big drop in consumer confidence earlier in the year. Since so many of these products are limited-edition, shoppers are going to feel that sense of urgency to grab them before they’re gone. That could lead to even more demand for the merch.
Even movie theaters are getting in on the fun, offering Wicked-themed popcorn buckets, drink specials, and other exclusive items for moviegoers. This extra merch could help boost the film’s box office. As of now, analysts have pretty mixed predictions for how much the movie will make on its opening weekend — some think it’ll hit $85 million, while others are betting it could go as high as $150 million. The uncertainty is because musicals based on Broadway shows haven’t had the best box office history recently. Movies like In the Heights, Dear Evan Hansen, and Mean Girls didn’t really perform well despite having big fan followings. On the flip side, movies like Dune: Part Two and Deadpool & Wolverine have totally crushed expectations, so there’s some hope that Wicked might defy the odds.
While the Wicked musical already has a huge fanbase, adapting it into a movie is tricky. The film will have to balance staying true to the original material while offering something fresh for moviegoers. But with Wicked’s strong brand and all the hype surrounding it, plus the massive merch push, things are looking good for both retail sales and the movie’s success. Retailers are definitely hoping the Wicked collabs help them stand out this holiday season, and we could see a ton of fan-driven shopping and movie tickets flying off the shelves.