As the end of the year gets closer, we’ve seen a variety of amazing movies this past year. 2024 has brought many popular releases, with one major release being the “Wicked” movie. The “Wicked” movie is a musical film based on the famous Broadway musical “Wicked.” It pulls from “The Wizard of Oz” and centers around the characters Elphaba (based on The Wicked Witch of the West) and Glinda (The Good Witch) played by Cynthia Erivo and Ariana Grande, respectively. As it is such an anticipated movie, many marketing collaborations have come along with it.
This first collaboration is with Grande’s makeup brand R.E.M Beauty. The makeup set includes a range of products in two different styles. One is pink, representing Grande’s character Glinda. The other is green, like the character Elphaba. R.E.M also released merchandise such as sweaters, tote bags and hair clips. At this point, most of this collection is sold out.
The second campaign involves the widely popular shoe brand Crocs. Crocs has created an assortment of pale pink and deep green products. From an Elphaba-themed classic clog to a Glinda-based Siren clog, the brand has put a creative spin on the popular shoes. Crocs has also released many charms for their shoes that are on theme with the movie.
Looking back on childhood memories, many have fond memories of Legos, which is why “Wicked” has launched a collaboration with the company. With four Lego sets based around the characters’ dormitory, the Emerald City, Glinda and Elphaba figures and a university, any interested buyer finds themselves with many options. Lego has created interesting new designs for fans to enjoy building. Freshman Joshua Jin expressed that he “loved the ‘Wicked’ movie, and I would probably buy this Lego set for a friend.”
Another childhood toy for many was Barbie, which fits perfectly with the world of “Wicked.” Reminiscent of Barbie, the “Wicked” movie paid attention to the costumes and the details in each outfit. Mattel, a famous toy company known for making Barbie dolls, came out with Glinda dolls in a large pink dress as well as Elphaba dolls with the iconic green skin, black dress and witch hat. Freshman Mai Dang discussed her opinion about these dolls: “I did not know they existed, but I would buy them.”
Starbucks released two new beverages, Glinda’s Pink Potion and Elphaba’s Cold Brew, inspired by Oz’s iconic duo. Glinda’s Pink Potion features a mix of Mango Dragon Fruit Refreshers, creamy coconut milk, a scoop of freeze-dried dragon fruit and special edition sprinkles as a finishing touch. Elphaba’s Cold Brew is a cold brew sweetened with peppermint syrup with matcha foam and green candy sprinkles. Senior Ryan Yi shared, “The thematic aspect of the drinks was the most appealing to me because the pink drink for Glinda aligns with her bubbly personality while the green cold brew reflects Elphaba’s contrasting personality.”
Various products marketed towards audiences have increased interaction with the “Wicked” movie. Whether recording a video about trying a certain collaboration or simply discovering a fun experience, these collaborations have increased engagement. During its opening weekend, the movie made over 100 million dollars, and this number is growing. So maybe it’s time to go check out the movie, or one of its many products!
