Universal's Wicked: For Good sequel has partnered with over 400 global brands for a $330 million promotional campaign, featuring a wide array of merchandise tied to the film's themes of empowerment and friendship. The collection includes collectibles, apparel, and themed experiences from new and returning partners. This effort supports the film's strong box office start of $147 million domestically and $223 million globally.
Promotional Campaign Overview
The marketing push for Wicked: For Good generated $330 million in media value through more than 400 brand partners, reaching 15 billion impressions. This ranks as the second-largest promotional campaign for a major studio film, following the original Wicked's $350 million effort. Universal engaged partners early by hosting visits to the London set, where advertisers experienced the Emerald City and Shiz University sets, met director Jon M. Chu and producer Marc Platt, and watched performances by Cynthia Erivo and Ariana Grande.
New Brand Partners
Several brands debuted collaborations for the sequel. Dunkin' Donuts launched a global campaign with Elphaba and Glinda-themed drinks, green and pink sprinkled Munchkins in collectible tins, and merchandise, featuring a humorous spot with Erivo and Jonathan Bailey. Airbnb offered an immersive Elphaba's retreat experience for overnight stays. Pottery Barn introduced Elphaba and Glinda-inspired bedding, accessories, barware, and glassware based on the characters' dorm room. Procter & Gamble's promotion across brands like Gain, Febreze, Dawn, Secret, Olay, Swiffer, Cascade, and Crest marked their largest film tie-in, including a Secret TV spot with Bowen Yang and Bronwyn James. Pernod Ricard created themed cocktails, packaging, and displays, partnering with Paris Hilton's charity for custom kits. Weee!, where Chu serves as Chief Creative Officer, provided branded boxes and tote bags. Lush released a 10-piece bath and body collection, including Glinda’s Wedding Dress bath bomb and Elphaba’s floral body scrub. Marks & Spencer offered kids' pajamas, graphic knits, snow globes, tree decorations, and gift sets in the UK. Maxwell & Williams launched character-inspired homewares.
Returning Partners and Box Office Note
Familiar brands returned with expanded offerings. Lexus featured a custom spot with Chu and family, plus a Wicked-themed LX vehicle for karaoke. Amazon integrated screenings, an 'Oz on Amazon' store, Alexa themes, and Twitch charity streams. Google and Android provided customization packs and 'Best Friends Forever' spots. Lego introduced playsets and a 'Brickified' behind-the-scenes recreation. Mattel offered fashion dolls, mini figures, playsets, and a Polly Pocket Emerald City set. Target stocked nearly 200 products, including vinyl records and apparel. Other returnees include r.e.m. Beauty fragrances, Voluspa scents, General Mills foods, and toy lines from Little People, Squishmallows, Build-A-Bear, Funko, and more.
The film's Monday box office is projected at over $14 million, the best non-holiday Monday of 2025, contributing to a four-day cumulative of $161 million.