Wicked’s EMEA Licensing and Retail Campaign Revealed
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 Decemeber 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’ amonst 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 Autmn/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.
