Wicked" dominates retail before its theatrical premiere: Paints the town pink and green

• "Wicked" by Universal is generating excitement before its November 22 release with a wide range of merchandise options from numerous retail partners.
• From apparel to home decor, pink-and-green collaborations span a wide range of products, including accessories, footwear, beauty, costumes, toys, and even unique cars.
• The film's marketing strategy involves forming partnerships, which could benefit the retail industry during the holiday season.

In 2023, "Barbie" painted the town pink, and now "Wicked" is adding a splash of green to the mix.

The upcoming release of the theatrical retelling of the popular Broadway musical is generating excitement with a wide range of merchandise options from numerous retail partners. The green-and-pink marketing campaign is part of Universal's strategy for the film and could provide a significant boost to the retail industry during the holiday season.

From apparel to home decor, these "Wicked" collaborations span a wide range of products including accessories, footwear, beauty, costumes, toys, and even unique cars.

The collections of "Wicked" merchandise come in a variety of price points, allowing consumers to display their love for the musical in both affordable and luxurious ways.

The store has a wide variety of products on display, including themed clothing, footwear, and accessories, as well as dolls, plush figures, books, and nail polish.

Lego, Barbies, and new tumblers and mugs are tied to the film; Glinda and Elphaba-inspired limited-time drinks are available; and Betty Crocker's "mix to reveal" cake mixes turn pink or green when wet ingredients are added.

Lexus, a brand owned by Toyota, is launching two unique versions of its 2024 Lexus TX with "Wicked"-themed wraps.

The musical on which the film is based is one of the most popular and highest-grossing musicals of all time, with an already established and passionate fanbase.

Since its launch in 2003, more than 14.5 million people have purchased tickets to see the show at the Gershwin Theater in New York City, resulting in over $1.67 billion in ticket sales, according to Broadway World. These figures do not include tickets sold for traveling national shows or international residencies.

According to Mintel's 2024 "U.S. Superfans and Enthusiasts Consumer Report," these fans are eager to purchase merchandise that honors and amplifies their fandom and they are willing to pay a premium for it.

Nearly half of the most enthusiastic and devoted fans, known as "superfans," have spent money on official fandom events or merchandise in the past year, according to a report that surveyed 2,000 adults in the U.S. Additionally, the report found that fandom collaborations and partnered releases are most successful among niche super-fandoms.

The retail space experienced a 7-point decline in consumer confidence in September, the largest drop in over three years, followed by a 11% increase in October, the largest single-month acceleration since March 2021.

"Wicked" merchandise could help retailers partnered with Universal stand out and boost sales during the next few months.

Limited-time merchandise collaborations could also increase demand, as once the stock is depleted, it's unlikely to be restocked. Even price-conscious consumers may be willing to spend to obtain these products before they disappear from shelves.

Cinemas are also providing themed popcorn buckets, drink specials, and merchandise for moviegoers who want to see "Wicked." These retail opportunities could help increase the film's box office.

Currently, experts predict that "Wicked" could earn between $85 million and $150 million during its domestic opening weekend.

Despite recent struggles to market and profit from movie musicals, adaptations such as "In the Heights," "Dear Evan Hanson," and "Mean Girls," all based on Broadway shows, failed to generate significant box-office revenue during their runs.

"Wicked" is a well-known musical, but predicting its box office success is challenging due to its unique nature.