Wicked’s Marketing Team Is Genius—Here’s Why

Last year, Barbie set the gold standard for marketing campaigns. From the Barbie outfits to over-the-top stunts, Greta Gerwig’s iconic movie had everyone talking. But this year, there’s an upcoming film taking the cake in the marketing department – Wicked is making some major waves ahead of its November 22 release. With a whopping $145 million budget, Wicked is gearing up to be one of the most anticipated films of the year. Starring Cynthia Erivo as Elphaba and Ariana Grande as Glinda, the film will take us back to Oz and dive deeper into the friendship of these two iconic witches. Here are some of their most amazing collabs. Wicked x Stanley Cup First up, Wicked partnered with Stanley , nearly causing chaos at Target stores. Their limited-edition pink and green Stanley tumblers – representing Glinda and Elphaba, of course – caused a near frenzy when they hit Target. Shoppers raced to get their hands on these iconic cups, and naturally, they sold out almost instantly. Wicked x Target This fall, Target is releasing over 150 Wicked -inspired items in stores, and we’re talking everything from home décor to apparel. Pink and green plush throws and cozy loungewear? Yes, please! I'm planning my Target run right now. Béis x Wicked Traveling in true Oz fashion has never been easier, thanks to chic luggage brand Béis. Their Wicked collaboration includes gorgeous gradient green and pink carry-on roller bags, totes, and toiletry kits. Mattel x Wicked What’s an epic movie campaign without a Mattel collaboration? They’ve rolled out jaw-dropping dolls of Elphaba, Glinda, and even Michelle Yeoh’s Madame Morrible. Each doll comes with intricate accessories, capturing the essence of the characters in the most fabulous way possible. Starbucks and their Magical Potions Wicked is brewing something special at Starbucks, too! They’ve unveiled two exclusive drinks: Glinda’s Pink Potion and Elphaba’s Green Elixir (all allegedly based on a leaked photo). Glinda’s drink is a fruity and refreshing mango dragonfruit concoction with nondairy strawberry cream, cold foam, and pink sprinkles. Elphaba’s potion is a sweetened peppermint drink topped with nondairy matcha cold foam and green sprinkles. Regal Movies: Wicked -Themed Cups and Popcorn Bowls Regal Cinemas isn’t missing out on the Wicked hype, either. They’re rolling out special-edition cups and popcorn bowls themed after the movie. Wicked x r.e.m Beauty Ariana Grande’s makeup line, r.e.m beauty, has dropped a Wicked -themed eyeshadow palette, and it’s absolutely stunning. Vera Bradley: Wicked Bags and Accessories If you’re a fan of Vera Bradley’s whimsical designs, you’ll love their Wicked collection. Their limited-edition line features green and pink bags, totes, scarves, pens, accessories, and more. Aldo x Wicked Aldo’s Wicked collection is showing off their Glinda heels they’ve titled “spellbinding,” which matches perfectly with their silver and iridescent purse. If you prefer a darker vibe, Aldo’s black Elphaba sneakers and accessories are equally stunning. OPI x Wicked OPI’s Wicked -inspired, limited-edition nail collection is perfect for fall! Whether you're a Glinda girl or have a little Elphaba edge, OPI’s 12-shade line has something for everyone. Loungefly x Wicked You thought we were done? Nope! Loungefly dropped the Wicked Glinda Shiz University mini backpack, an $80 bag made from vegan leather, designed to look like a striped pink and grey school uniform. Elphaba’s version, featuring a black and grey striped uniform with a touch of dark green, is just as cute and wicked. Subscribe today to get unlimited access to all of Evie’s premium content.