With eight weeks to go, Universal Products and Experiences is spreading its pink and green magic at Brand Licensing Europe this week (24-26 September) unveiling further details of the gravity-defying EMEA licensing and retail campaign for Wicked.
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 – have 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 the launch gets closer. 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 21 November in Italy, 22 November in the UK (a global red carpet location) and Spain, 4 December in France, 5 December in Portugal, 6 Decemeber in Poland and 12 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.
The licensing campaign spans categories such as apparel, accessories, footwear, home décor, beauty, toys, role play, publishing and collectables.
Lifestyle collaborations will include Cambridge Satchel Company, R.E.M Beauty and Swarovski among others; apparel and accessories partners include Ackroyd TDP, Brand Alliance, Bioworld, Loungefly, Mad Engine, Poetic Brands and more; home and beauty will come from the likes of Dreamtex, Hunter Price, LUSH and Zaks to name a few; while toys, publishing, stationery and collectables will be handled by – among others – Build-A-Bear, Disguise, Fisher-Price, Funko, Harper Collins, Hasbro, Insight Editions, Jakks Pacific, Jazwares, Mattel, LEGO, Random House, Ravensburger, Rubber Road and Spin Master.
Retailers getting involved with the campaign, meanwhile, include ALDO, Amazon, Bloomingdales, GAP, H&M, Marks & Spencer, Primark and Walmart among others.
There will be even more product collections at Universal Destinations & Experiences, including immersive Wicked retail experiences and elevated home and collectable merchandise, as well as apparel, accessories, toys and more for fans of all ages at Universal theme parks around the world.
Details of all partnerships and their products will be rolled out closer to the theatrical release, with additional licensees being announced this autumn and beyond.
“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,” commented 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.”
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