London, United Kingdom – The countdown to the generation-defining, cinematic event – Wicked – is on and with just eight weeks to go, Universal Products and Experiences (UP&E) is spreading its pink and green magic at Brand Licensing Europe 2024 unveiling further details of the gravity-defying EMEA licensing and retail campaign.
Believe the hype! Universal has been strategically seeding the film’s campaign since February 2024 when the first teaser premiered during the Super Bowl. The release of subsequent movie trailers – including a brick-ified trailer from LEGO – has become events in their own right with three million people viewing the second movie trailer in EMEA alone. The film’s stars, Ariana Grande and Cynthia Erivo, have been painting the world pink and green as we get closer to the theatrical release this fall. In summer they were on location in Paris supporting the Olympic Games, and they revealed their Glinda and Elphaba Singing Fashion Dolls from Mattel on their social channels to huge fan fare.
With Wicked coming to big screens from the 21st November in Italy, 22nd November in the UK (a global red carpet location) and Spain, 4th December in France, 5th December in Portugal, 6th December in Poland and 12th December in Germany, fans will be transported to the magical world of Oz through a diverse range of enchanting 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. After it’s long-awaited journey to the big screen, Wicked is sure to be ‘popular’ amongst fans of all ages!
“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 and global commercial officer at Universal Products and Experiences. “With an ‘amazifying’ 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. See you in Oz”.
Get ready for ‘one short day’ in the Emerald City with the release of Wicked-inspired lifestyle collaborations, including brands such as:
- Beis
- Bombas
- Cambridge Satchel Company
- Camilla
- Daniela Villegas
- Eugenia Kim
- Lingua Franca
- Naeem Khan
- Pyrrha
- Rebecca Minkoff
- R.E.M. Beauty
- Swarovski
- Sydney Evan
- Voluspa
Elevate everyday apparel, accessories, bags, footwear with more than Glinda’s closet can hold with partners such as:
- Accessory Innovations
- Aykroyd TDP
- Brand Alliance
- Bioworld
- Cakeworthy
- Caprice
- Crocs
- Ground Up
- High IntenCity
- High Point Design
- Hybrid
- Kipling
- Lola + the Boys
- Loungefly
- LUG
- Mad Engine
- Poetic Brands
- Sahinler
- Sunstache
- Vera Bradley
Fans will be ‘dancing through life’ with new Wicked-themed home, food and beauty items from licensees that include:
- Aekyoung
- Beekman 1802
- Blissy
- Caboodles
- Conair
- Dreamtex
- Franco
- Hunter Price
- Hygge & West
- LUSH
- Maxwell & Williams
- Makeup Eraser
- Manyo
- Wet Brush
- Zaks
World-class toy, costumes, role play, publishing, stationery and collectibles licensees will bring the generation-defining cinematic event to life through iconic characters and storylines; master partners Mattel and LEGO will lead the way, along with the following:
- Bitty Boomers
- Build-A-Bear
- Chasing Fireflies
- Disguise
- Fisher-Price
- Funko
- Hallmark
- Harper Collins
- Hasbro
- Hunter Leisure
- Insight Editions
- JAKKS Pacific
- Jazwares/Squishmallows
- Kid Designs
- Mattel
- LEGO
- The Noble Collection
- Theory 11
- Random House
- Ravensburger
- RMS International
- Rubber Road
- Rubies II
- Snapco
- Spin Master
Pink goes good with green this Autumn/holiday season, as fans will be able to find Wicked products everywhere at retailers that include:
- ALDO
- Amazon
- Bloomingdales
- Box Lunch
- Cotton On
- El Corte Inglés
- Forever21
- Kohl’s
- GAP
- H&M
- Her Universe
- Hot Topic
- JCPenney
- Kiabi
- Liverpool
- Marks & Spencer
- Primark
- Roots
- Target
- Ulta Beauty
- Walmart
There will be even more product collections at Universal Destinations & Experiences, 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.
Details of all partnerships and their products will be rolled out closer to the theatrical release, with additional licensees being announced this fall and beyond. Defy gravity in theaters this Thanksgiving with Wicked and follow #WickedMovie on social for more.
About WICKED
After two decades as one of the most beloved and enduring musicals on the stage, Wicked makes its long-awaited journey to the big screen as a spectacular, generation-defining cinematic event this holiday season.
Wicked, the untold story of the witches of Oz, stars Emmy, Grammy and Tony winning powerhouse Cynthia Erivo (Harriet, Broadway’s The Color Purple) as Elphaba, a young woman, misunderstood because of her unusual green skin, who has yet to discover her true power, and Grammy-winning, multi-platinum recording artist and global superstar Ariana Grande as Glinda, a popular young woman, gilded by privilege and ambition, who has yet to discover her true heart.
The two meet as students at Shiz University in the fantastical Land of Oz and forge an unlikely but profound friendship. Following an encounter with The Wonderful Wizard of Oz, their friendship reaches a crossroads and their lives take very different paths. Glinda's unflinching desire for popularity sees her seduced by power, while Elphaba's determination to remain true to herself, and to those around her, will have unexpected and shocking consequences on her future. Their extraordinary adventures in Oz will ultimately see them fulfill their destinies as Glinda the Good and the Wicked Witch of the West.
The film also stars Oscar® winner Michelle Yeoh as Shiz University’s regal headmistress Madame Morrible; Jonathan Bailey (Bridgerton, Fellow Travelers) as Fiyero, a roguish and carefree prince; Tony nominee Ethan Slater (Broadway’s Spongebob Squarepants, Fosse/Verdon) as Boq, an altruistic Munchkin student; Marissa Bode in her feature-film debut as Nessarose, Elphaba’s favored sister; and pop culture icon Jeff Goldblum as the legendary Wizard of Oz.
The cast of characters includes Pfannee and ShenShen, two conniving compatriots of Glinda played by Emmy nominee Bowen Yang (Saturday Night Live) and Bronwyn James (Harlots), and a new character created for the film, Miss Coddle, played by Tony nominee Keala Settle (The Greatest Showman).
Directed by acclaimed filmmaker Jon M. Chu (Crazy Rich Asians, In the Heights), Wicked is the first chapter of a two-part immersive, cultural celebration. Wicked Part Two is scheduled to arrive in theaters on November 21, 2025.
Wicked is produced by Marc Platt (La La Land, The Little Mermaid), whose films, television shows and stage productions have earned a combined 46 Oscar® nominations, 58 Emmy nominations and 36 Tony nominations, and by multiple Tony winner David Stone (Kimberly Akimbo, Next to Normal), with whom Platt produced the blockbuster Wicked stage musical. The executive producers are David Nicksay, Stephen Schwartz and Jared LeBoff.
Based on the bestselling novel by Gregory Maguire, Wicked is adapted for the screen by the stage production’s book writer Winnie Holzman and by legendary Grammy and Oscar® winning composer and lyricist Stephen Schwartz. The Broadway stage musical is produced by Universal Stage Productions, Marc Platt, the Araca Group, Jon B. Platt and David Stone.
About UNIVERSAL PRODUCTS & EXPERIENCES
Universal Products & Experiences (UP&E) globally drives the expansion and elevation of NBCUniversal’s iconic collection of brands, intellectual properties, characters, and stories based on the company’s extensive portfolio of properties created by Universal Pictures, Illumination, DreamWorks Animation and NBCUniversal Television and Streaming. The division executes this through innovative physical and digital products, as well as engaging retail and product experiences across our expansive global theme park destinations (for both owned and third-party IP), location-based venues, e-commerce product platforms, and retailers around the world. Along with global brand strategy and creative, UP&E’s lines of business include Consumer Products and Games, along with Theme Parks Products & Retail. UP&E is a division of Universal Destinations & Experiences, part of NBCUniversal, a subsidiary of Comcast Corporation. More information is available at universalproductsexperiences.com.
