A significant shift has taken place in the promotional landscape for the highly anticipated musical film 'Wicked: For Good.' Gone are the days of endless press junkets and witty social media memes featuring its stars, Ariana Grande and Cynthia Erivo. Instead, fans are now bombarded with a plethora of merchandise – an astonishing number that rivals the original 2024 campaign.
According to insiders, Universal's chief marketing officer, Michael Moses, sought to curtail the overwhelming promotional fervor of last year, opting for a more measured approach this time around. This strategic move allowed the studio to focus on merchandising, with brands clamoring to partner with the beloved franchise.
The results are eye-catching: 400 brand collaborations have been secured for 'For Good,' with only 165 repeat partnerships – a testament to Universal's willingness to experiment with unconventional marketing strategies. The likes of Lexus and American Girl Dolls have become synonymous with the 'Wicked' brand, sparking debate among fans about the creative choices behind these collaborations.
Despite this unconventional approach, it appears that Universal is reaping significant rewards. Industry projections suggest that 'For Good' will open with a notable haul, potentially exceeding $112 million – a sum more than three times that of its predecessor's debut. As such, the Emerald City has solidified its position as one of Hollywood's most lucrative destinations.
One cannot help but wonder whether Universal's gamble on embracing merchandising will yield the desired results, however. Will fans be willing to spend lavishly on products featuring their favorite characters? Only time will tell, but for now, it seems that Oz remains a marketing goldmine.
According to insiders, Universal's chief marketing officer, Michael Moses, sought to curtail the overwhelming promotional fervor of last year, opting for a more measured approach this time around. This strategic move allowed the studio to focus on merchandising, with brands clamoring to partner with the beloved franchise.
The results are eye-catching: 400 brand collaborations have been secured for 'For Good,' with only 165 repeat partnerships – a testament to Universal's willingness to experiment with unconventional marketing strategies. The likes of Lexus and American Girl Dolls have become synonymous with the 'Wicked' brand, sparking debate among fans about the creative choices behind these collaborations.
Despite this unconventional approach, it appears that Universal is reaping significant rewards. Industry projections suggest that 'For Good' will open with a notable haul, potentially exceeding $112 million – a sum more than three times that of its predecessor's debut. As such, the Emerald City has solidified its position as one of Hollywood's most lucrative destinations.
One cannot help but wonder whether Universal's gamble on embracing merchandising will yield the desired results, however. Will fans be willing to spend lavishly on products featuring their favorite characters? Only time will tell, but for now, it seems that Oz remains a marketing goldmine.
?! 400 brands partner with Wicked in 1 year?! that's like 5 new collabs per day 
! 
stats say: Ariana Grande's socials had 2x more engagement on merch related posts than her non-merch ones last quarter 
(28% increase). And Cynthia Erivo's Instagram followers gained a whopping 10k new fans just from merch showcases 
. Meanwhile, global merch sales are projected to reach $500m by year end 
but what do u guys think?
I mean, think about it, do we need 400 different brands partnering with a movie franchise just to get our attention? Or is there something more going on here... like how we, as consumers, have become so accustomed to the idea of stuff that we're willing to pay top dollar for it? It's a clever marketing ploy, but what does it really say about us? 
I'm loving this merch frenzy 
!!! Ariana & Cynthia's stars are shining bright 
and I need those Wicked goodies ASAP 
! Brands are getting in on the action too 
, like Lexus and American Girl Dolls - what a unique combo 
! The Emerald City is looking like it'll rake in some serious cash 
. Will it pay off? We'll see 
I mean, who wouldn't want to cop some Ariana Grande or Cynthia Erivo swag? But at the same time, 400 brand collabs is a lot – it feels like Universal's trying to cash in on the franchise's popularity rather than actually promoting the movie itself 
I mean, it's not every day you see luxury cars and dolls rocking a pair of sparkly green boots. 
But seriously, the merch game is on point this time around and I'm hyped to see how it all plays out. Will fans shell out the cash for 'Wicked' swag? Only time will tell, but Universal's gotta be feeling like they struck gold 
I need to see some actual box office numbers before I get excited about the "strategic shift" in marketing strategy. Industry projections are one thing, but let's not get ahead of ourselves. And what about the fans who might be feeling a bit... suffocated by all this commercialization? Are they still gonna shell out big bucks for Ariana Grande and Cynthia Erivo's faces on everything from water bottles to kitchen utensils? 
But, only time will tell if fans are willing to shell out the cash for all these goodies. Will we see a wave of Wicked-themed shopping sprees? 
. The best part is, you can never go wrong with a classic graphic tee – they're timeless, right? Reminds me of when I was at music festivals last summer and bought this adorable tie-dye hoodie... anyway, back to Wicked: For Good 
– have you heard the soundtrack yet?
! I mean, I love Ariana Grande and Cynthia Erivo as much as the next person, but 400 brand collaborations is a lot, fam? It feels like they're trying to make us buy everything from T-shirts to kitchenware with our 'Wicked' money 
.
. And let's be real, if 'For Good' opens with a $112 million haul, then I'm all for it 
. The Emerald City is definitely becoming a major player in Hollywood, and I'm excited to see what other tricks they've up their sleeve 
.
Can someone please share a source on these collaborations? Want to see some actual numbers and proof before I start spending my cash 
Can't wait to dive into the world of Oz again (and shop 'til I drop, lol) 
. Fingers crossed Universal's gamble pays off 
. On the other hand, if fans are gonna shell out that kind of cash for merch... it's not my problem, lol 
but high-key curious if fans will splurge on everything 