Strategy November 26, 2024
Why Is There So Much ‘Wicked’ Merch?
The over-the-top marketing campaign for the Broadway hit’s film adaptation helped boost it to a box office record for opening weekend.
Key Takeaways
• Massive Marketing Campaign: The box office success of Wicked is at least partially attributed to an extensive marketing campaign, including a vast array of brand collaborations and merchandise that kept the film top of mind for months.
• Cultural Impact: The marketing created a cultural moment to engage new and old fans through merchandise and social media, making the film’s release a significant event beyond just the movie itself.
Wicked knows about popular.
After months of buildup, the highly anticipated film adaptation of the smash Broadway musical hit theaters across the United States on Nov. 22 in a pink and green cloud of movie merch and marketing buzz – to the tune of $164.2 million in global box office revenue on opening weekend.
That debut no doubt had something to do with the behemoth marketing campaign that’s had the film top of mind on social media and in stores alike for the better part of this year. The reveal of the Wicked trailer during the Super Bowl in February kicked off a near-endless lineup of press appearances by the film’s stars Cynthia Erivo and Ariana Grande, and an equally dizzying amount of merchandise and brand collaborations.
Pink and green Crocs with a set of charms straight out of Oz. “Glinda TX” and “Elphaba TX” wrapped Lexus vehicles inspired by the characters. A Great Value Wicked mac-and-cheese cup with sauce that either turns pink or green when prepared. A LEGO recreation of the Emerald City, complete down to Elphaba and her bewitched broomstick. Wicked Monopoly. Wicked Build-A-Bears. Wicked Starbucks drinks and cups.
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Michael Moses, the chief marketing officer of Universal, the studio that produced Wicked, told Variety that their goal with marketing the film was to be “just short of obnoxious” – and it was. While the constant bombardment of pink and green branding was too much for some, it was obviously at least a little bit effective, since the film’s opening weekend broke the box office record for a Broadway adaptation.
With movie ticket sales down 10% from last year – and still well-below pre-pandemic levels – it’s become necessary for films to take big swings to get patrons into the theaters. A pink press tour for the ages was what propelled Barbie to be the top-grossing movie of 2023, and this year’s Wicked marketing campaign is straight out of the same playbook, right down to the Wicked Barbie dolls inspired by Elphaba and Glinda. (Though that particular campaign did not defy gravity – Mattel accidentally printed the address of an adult website on the packaging, instead of the film’s. Something bad, indeed.)
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Why does marketing overdrive work? It’s turned the release of the film into a cultural moment that consumers and brands alike want to be a part of.
The Broadway hit already has a dedicated fan base; since its stage debut in 2003, it’s grown to be among the highest grossing Broadway shows of all time. Budding and former theater kids alike have filmed video after video on TikTok showing eager faces before the movie and tearstained “This is me after Wicked” conclusions.
Merchandise and collaborations with popular brands are a new way for this audience to engage with the film adaptation of something they already love. Many of the collaborations are focused on branding with the Wicked name for fans to directly display their fandom affiliation – apparel collections at Gap, H&M and Aerie, for example, are branded with the stylized “W,” movie logo or images of witches in pointy hats.
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But no small segment of the Wicked-themed products that have hit the market over the last six months rely entirely on their pink and green color scheme to cement associations with the film – which could make participating in the buzz more enticing for new fans of the show.
Vera Bradley’s Wicked collaboration featured custom bubbly pink and emerald-green patterns inspired by the film. Bag retailer Béis launched luggage sets in ombre “Wicked Green” and “Wicked Pink” shades. The release of exclusive Stanley tumblers in pink and green caused mayhem at Target in October, as shoppers frantically ran to get their hands on the collab.
Target shoppers nearly get into a brawl over Stanley’s Wicked cups in new TikTok. pic.twitter.com/so1bw0RX0M
— Pop Base (@PopBase) October 13, 2024
This level of association and branding is arguably even more effective as marketing than slapping the movie logo or character images on something. It’s created a mental link between pink, green and the movie that’s permeated the cultural consciousness all year – coming to a height just around the holidays.
When the immediate hype dies down, people might pack away their Wicked-branded sweatshirts until they head back to the theater – but using their pink luggage and green Stanley tumblers for holiday and New Year’s travel continues to push recognition for the film and marketing momentum.
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And with part two of the film not set to release until next November, we likely won’t be mourning the wicked – that is, the departure of pink-and-green hued promo campaigns – anytime soon.