Everything Is 'Wicked'

Are we born wicked? Or is wickedness thrust upon us? In the case of the 2024 film Wicked and the marketing campaign surrounding the movie musical, it is carefully crafted and produced by Universal Studios and the creative teams behind the original Broadway show and the book that serve as the source material.

For months leading up to the movie’s November release, fans were treated to an Ozmopoliton marketing program surrounding part one of Wicked. It featured a grand (and green) amount of merchandise and experiences for every type of Wicked fan. Home goods, apparel, accessories, beverages, and even macaroni and cheese donned the iconic pink and green color scheme, representing Ariana Grande’s Glinda (formerly Galinda) Upland and Cynthia Erivo’s Elphaba Thropp. According to Julian Montoya, senior vice president of collectible, plush, and replica brand The Noble Collection, Universal had a vision — almost like a prophecy — for the marketing program. 

“Universal was always eyeing the Wicked program as a more elevated program,” he says. “They wanted to see premium materials, premium quality, really start on something that is reflective of the brand, about how popular it is, how established it is in the culture. They have obviously seen how this film was shaping up, so they knew this is a beautiful film with remarkable world-building that’s incorporated into it.” 

Rafa Macias, executive vice president and global commercial officer for Universal Products & Experiences, highlights the desire for products that truly represent the franchise. “We leaned into the diversity seen in the film through the cast and the filmmakers by working with partners to capture the themes of empowerment, sisterhood, and equality in product development, marketing, etc., as well as expanding to new licensees and categories to diversify who we’re working with as well as our product offerings,” he says.

Through the multifaceted marketing program, fans can find products and partnerships that truly speak to their inner sorcerer or sorceress, whether they read the book Wicked when it was first published in 1995, saw the Broadway show on opening day in 2003, or met the witches for the first time in a movie theater in 2024.

In anticipation of its cinematic debut, the Ozian story followed fans wherever they went, whether it was on social media, near public transportation, or in a retail store. One collaboration that became incredibly popular was The Noble Collection’s line of Wicked toys, collector’s editions, and prop replicas that look like they’ve been taken directly from film sets. 

Fans can clear up any confusifying feelings about where their allegiance lies with the company’s role-play versions of Glinda’s Bubble Wand and Bubble Crown ($24.99 each), Elphaba’s Hat and Broom ($24.99 each), and Glinda’s Training Wand ($14.99). Released last fall, each of these role-play items represents its on-screen counterpart accurately, while still maintaining an affordable price point for fans.

According to Montoya, creating a Wicked line was (like Scarecrow) a no-brainer. “The more we talked to Universal and realized what their objective was for this line to be; not just standard regular, plastic role-play stuff. They wanted elevated materials and packaging, just an elevated presentation that would present the brand as they envisioned it. And we thought, you know what? We’re known for our quality. We’re known for attention to detail, we know we can do this,” he says.  

Montoya notes that there are more Wicked items on the way. Fans can currently purchase or preorder premium versions of the infamous hat and Glinda’s training wand or crown that come in collector’s boxes, but the upcoming prop replica versions of the items are at a different level. For example, the new prop replica of Glinda’s crown will be the exact same size and have the same number of crystals as the one that Ariana Grande wears in the film, and will come in a display case.

Montoya notes that the company works closely with Universal to ensure the products are correct, even if it takes a moment. “Fandom doesn’t have an expiration date. So if a fan wants that prop replica of Glinda’s crown, they’ll wait, as long as you deliver an authentic quality piece that when they open it meets their expectations,” he says. “And sometimes, as long as it’s accurate, you can [meet their expectations].”

“I think The Noble Collection difference is that little extra that comes from the fact that there’s the passion that goes into the IP and getting the product right,” Montoya says. “We also know once we get that collector version out, they’re going to absolutely love that.”

No matter your Wicked budget, The Noble Collection has something that will change your collection for good. Each version of the crown — including the role play, collector’s edition, and prop replica — harnesses Glinda’s vibe and will look great on the shelf (or your head). 

Goodness knows Universal worked with additional companies for various collectibles, figures, toys, crafts, and more. Fans of all ages can clear their schedules to build three of The LEGO Group’s Wicked sets, including the 945-piece set Welcome to Emerald City ($99.99), which features the model air balloon and giant talking phone. 

Fieryo taught viewers that “life is fraught-less when you’re thoughtless,” but if fans do happen to come by a thought or two, they can jot them down in Insight Editions’ journals. Keeping up with Universal’s strive for an eloquent merchandise program, these journals feature sculpted illustrations of the Oz cogs, the Wizard’s balloon, the Emerald City, and more.

When someone needs a makeover, Universal’s licensing partners simply have to takeover, offering fashionably forward fandom finds for aspiring Ozians. Fans can look like the most scandalocious fish in the sea with Wicked-inspired apparel and accessory collections from Aerie by American Eagle and Gap, makeup from R.E.M. Beauty, and an extensive nail polish and press-on series from OPI.

These apparel, accessory, and beauty products are great for a cozy night in, a casual jaunt to Munchkinland, or your eighth viewing of the film from your living room — but brands like Aldo Footwear are also making sure that you have the perfect piece to wear when you head right on down to the Ozdust Ballroom. 

Aldo’s extensive collection features footwear and bags that are definitely Glinda-approved. Priced at $160, The Spellbinding strappy heeled sandal is pink, bejeweled, and has a stiletto that resembles the blonde character’s wand. For those searching for a color palette similar to Elphaba’s, the Takeflight satin platform sandals are also available for $160. The black shoes have small, gold charms inspired by Elphaba’s hat; the “W” from the film’s logo; stars; moons; and imprints of her broom. 

For those who can’t practice their “Dancing Through Life” skills in heels, Aldo offers the Hisroyalozness sneakers for $118. The black, green, and suede kicks also feature the “W” in gold. Additional products are available through Walmart, Hot Topic, Forever 21, Old Navy, and more. By partnering with companies to create clothing and accessory lines that speak to fans with different fashion tastes and comfort levels, Universal helped a wide range of fans express their love for Wicked, and fans know they’re not *just* shoes!

Let us be glad, let us be grateful that Universal’s approach to Wicked merchandise also expands into home goods to turn your humble abode into the most swankified place in town. Candles from Volupsa and Beloved, music frames from Samsung, and blankets and pillows by Vera Bradley will make guests aim to spend more than one short day in your home.

In addition to decor, fans can spruce up their next Wicked watch party with cups from Dragon Glassware. The specialty drinkware manufacturer — which has worked with brands like Barbie, Yellowstone, SpongeBob SquarePants, and Jeopardy — offers a divine collection spanning wine glasses, espresso cups, tumblers, and more.

“We’re a smaller company, and I only like to work on properties that I’m a fan of or our team’s a fan of,” says Dragon Glassware’s founder Matt Rollens. “Since I do a lot of the [glassware] designs myself, it needs to be something that I love and I care about and that I find interest in.”

The company offers a Wicked-inspired wine glass set ($49.99),  featuring two fade-resistant, slim wine glasses, each inspired by a member of our favorite witchy duo. One glass has a green stem and Elphaba’s signature on the base, while the other has a blush pink stem and Glinda’s signature. 

The 8-ounce Ozpresso Cups ($34.99 for a set of two) are double-walled and provide a glimpse into life in the Emerald City. “We wanted it to look like Emerald City with the handle, very kind of Ozian,” Rollens says. “We were trying to do something that looked almost like you would’ve bought it if you went to the Emerald City.” In fact, the cups feature in-world details, like an image of the fictional city’s Hot Air Cafe, to transport espresso fans into the magical world.

The drinkware collection also features the Wicked Glinda Luggage Tumbler ($32.99) and the Wicked Elphaba and Glinda Tumbler ($29.99). Each item in the line comes in an intricate box depicting the main characters from the film. 

Like Elphaba, this Wicked collection quickly flew. Fans of the film and Broadway show alike have the added cups to their dinners, movie nights, and morning social media scrolls. Rollens remarks that Universal and Dragon Glassware worked together on the creative process to deliver an extraordinary set for fans. 

“It takes months and months, going back and forth and iterations. I think actually on the Glinda glass, we made quite a few different iterations of that glass to nail it, to get something that felt like her and felt like her character,” Rollens says. 

Despite the elevated look, these products are for every type of fan, from Grimmerie experts to those new to Oz.

Goes well, actually … but no matter how you describe it, Universal’s licensing program for Wicked: Part One — and what seems to be brewing for Wicked: For Good — is something to rejoicify about. 

Universal and its partners’ care and creativity are reflected in the public’s overall positive reaction to the campaign. For what seems like the first time since the Twilight film series debuted, a film has plastered two opposing characters everywhere you look (but there are no teams here). 

“Wicked is a brand that the fans embrace as an overall lifestyle opportunity — there’s a passion for the look and feel of these characters and iconic lyrics, plus the incredible design of the film inspired us and [our] partners in new and different ways. This really allowed us to go all in on pink and green, in a variety of hues, which the audience is responding to in the best way as it offers something for everyone,” Universal Products & Experience’s Macias says.

“I think Wicked is a wonderful example of what you can achieve when the licensor and the licensee have a really good, collaborative relationship that is focused on delivering the best product,” The Noble Collection’s Montoya adds. 

Fans can anticipate more unique, well-designed pieces as the merchandising program continues, and the days until Wicked: For Good’s release date diminish. 

“I know, being a fan and a nerd myself, that you don’t want to think that the people making these products are just a bunch of suits making decisions in some high rise,” Montoya says. “As a fan, you want to believe that these people deserve to work on this IP. That is a responsibility that we don’t take lightly … Everything about it has to feel special; it has to just say to the consumer or the fan, ‘this was made by someone who deserved to work on [the collection].’”

Fans can look forward to new role-play products, collector’s items, and more from The Noble Collection. The team has planned product introductions for this year and next year, so your Wicked fixation can continue into 2026. 

Collectors and occasional beverage enjoyers can also anticipate new merchandise from Dragon Glassware. The company will expand on its current Wicked collection with new styles inspired by part one and release a separate product range for Wicked: For Good later in the year. 

According to Macias, “We’ve already seen hunger from fans as Wicked product sales have been phenomenal. And we’re well into development with partners on Wicked: For Good, but we don’t want to spoil anything … so just know that we have some fun surprises in store for the fans!”

Luckily, fans have a ton of Wicked merch to hold them over until the next film premieres on Nov. 21. It’s thrillifying!