The Brand Collaborations Making WICKED the most ‘Popular’ Movie of the Year

As a (minor) musical theater nerd, I’ve been eagerly awaiting the Wicked movie ever since it was announced years ago. The musical was the first Broadway show I ever saw, and I can still remember looping the soundtrack on my pink Barbie CD player, reenacting Popular with my best friend in my childhood bedroom. It's nostalgic. It's a masterpiece. It's even therapeutic (if you aren’t belting out Defying Gravity at least once a week, try it—you’ll feel better, I promise).

I know I'm not alone in my nostalgic love for Wicked. The musical has captivated audiences for decades and remains one of Broadway’s highest-grossing shows to this day. Since its 2003 debut, Wicked has had a huge impact, especially on kids who grew up with musical theater in the early 2000s. Many of those fans—now mostly Millennial and Gen-Z women—are undoubtedly the most excited for the film's release on November 22nd.

The Wicked marketing team clearly understands their audience. They’ve announced a ton of major brand collaborations to promote the film, many of which are cleverly aimed at Millennials and Gen-Zers. Some of the most exciting partnerships include Starbucks, BÉIS, Stanley, Swarovski, Aerie, Aldo, and more.

These brands have embraced Wicked’s iconic green and pink color palette, working closely with the production to develop eye-catching product collections and campaigns. BÉIS, typically known for its neutral-toned luggage, released a Wicked-themed collection with bags “Designed to Defy Gravity.” The visual marketing around the products feature subtle but magical touches (think: the iconic hat, Elphaba’s glasses, Glinda’s tiara) that fans of the musical will recognize and appreciate.

Photo Credit to BÉIS Travel

On October 22nd, Starbucks joined the hype with its Wicked collection, including ‘Glinda’s Pink Potion’ and ‘Elphaba’s Cold Brew’ (which I haven’t tried yet, but stay tuned). They also released Wicked-inspired drinkware and gift cards, all part of “a collaboration inspired by the characters and places from Oz, like the Emerald City.”

Photo Credit to Starbucks

The most headline-grabbing collab so far? Stanley’s release of ‘Elphaba’ Green and ‘Glinda’ Pink Quencher Tumblers, which hit Target stores on October 13th. Fans went wild—there were reports of near brawls at stores, and resales are at nearly triple the original price. It's incredible to see this level of excitement over water bottles and is a testament to just how well the Wicked marketing team understands its audience.

Photo credit Target

These partnerships have catapulted Wicked to the forefront of online conversations. The movie is everywhere—luggage, water bottles, shoes, makeup. As a result, the film is making waves even before it hits theaters. It broke several records on its first day of pre-sales, setting Wicked up to likely cross $1 billion at the box office.

Key Takeaways for Wicked Good Brand Collabs:

1. Know Your Audience – Before any collaboration, make sure it aligns with your target audience and speaks directly to them.

2. Leverage Fandom – Use iconic visuals and references that resonate with dedicated fans.

3. Think Big – A well-executed collaboration can take your brand to new places, from social media feeds to real-life settings like airports and sidewalks.