5 Gravity-Defying Wicked Marketing Collabs

How much is Wicked’s marketing budget? 

That was the million-dollar question on social media last week when an unverified photo of Paris’s Arc de Triomphe seemingly lit up in green and pink to mark the movie’s release appeared on X. 

Though the marketing spend for Universal Pictures’ flick hasn’t been disclosed publicly, its extensive range of brand partnerships, currently totaling over 400, suggests the team has been working overtime.

In the same way that Barbie painted the world hot pink in 2023, the brand world has been infiltrated with Wicked’s green and pink hues in the months leading up to its Nov. 22 release.

According to Variety, Wicked is expected to gross $100 to $110 million in 3,880 theaters across the U.S. Given all goes well at the box office, Wicked Part Two is slated for release around Thanksgiving 2025.

“Wicked is a powerful story with characters who resonate and are also highly differentiated and visual,” James Withey, global executive strategy director at Landor, told ADWEEK. “This makes it super relevant and iconic as a brand, and means it can be versatile.”

Withey believes the film’s brand assets have also evoked an emotional investment within its fans because “everyone can see elements of themselves within them.” This, he said, distinguishes it as a strong brand.

Wicked has collaborated with numerous brands including Stanley, Crocs, Béis, and many more.

ADWEEK has rounded up some of Wicked’s most gravity-defying marketing collabs below.

1. Wicked Stanleys

Target released its exclusive Stanley Quencher tumblers in Elphaba green and Glinda pink in October. The drinkware was released in 40-ounce and 20-ounce sizes, causing chaos at Target stores as people rushed to get their hands on the cups. 

The limited-edition tumblers are a part of the 150+ Wicked-inspired products the retailer has been offering leading up to the film’s debut. Other exclusive products include clothing created by the movie’s costume designer Paul Tazewell and Mattel’s singing Elphaba doll, which were recently pulled for an inappropriate misprint on its packaging. The dolls, including Glinda’s singing doll, are now sold out at Target.

Target has been a go-to destination for all things Wicked. Cynthia Erivo, who plays Elphaba, partnered with the retailer for spots promoting the collection. She also sings “Defying Gravity” in the ad, her character’s iconic song from the movie.

The Wicked-themed Stanley cups were priced at $35 and $55 and are sold out online and in stores.

2. Starbucks with a sprinkle of magic

Starbucks got in on the fun with “wickedly delicious drinks” and merchandise. The coffee chain released two drinks: Glinda’s Pink Potion and Elphaba’s Cold Brew.

Glinda’s Pink Potion is the chain’s iced mango dragon fruit refresher, made with coconut milk and freeze-dried dragon fruit, topped with non-dairy strawberry cold foam and candy sprinkles. 

Elphaba’s Cold Brew is sweetened with peppermint-flavored syrup and topped with non-dairy matcha cold foam and green candy sprinkles.

Starbucks also released gift cards and drinkware collections based on each character featuring hot and cold tumblers, mugs, and keychains.

3. Crocs steps into the world of Oz

Fans can step into the world of Oz with Elphaba and Glinda-inspired Crocs.

The footwear brand released two pairs of clogs and Jibbitz charms for each character. Its Glinda Siren clog is a heeled, platform-style shoe with a glittered pink upper and a white sole with bubble detailing, while the Elphaba classic clogs are in metallic green with a printed sole and costume-inspired cuff around the heel.

4. Béis wants fans take a little magic wherever they go

Luggage brand Béis wants Wicked fans to take a little magic wherever they go with its new collection.

The Shay Mitchell-founded company released an assortment of roller suitcases, weekender bags, totes, and more in green and pink hues inspired by the film. The bags range in price from $68 to $378.

Béis has been ramping up its employee-focused social media content lately to create social media stars out of its staff. It also wants brands to take notes.

“You have to be engaging with your community because that’s who you’re talking with,” Mitchell told ADWEEK in October. “I feel like we always take our cues from them.”

5. Bewitching recipes from Betty Crocker

Betty Crocker celebrated Wicked with its first-ever “mix to reveal” cookie dough pops and cupcake mix kits.

The vanilla-flavored mixes change color as the ingredients are added, revealing a green or pink batter. Fans can also combine the mix with other Betty Crocker products for other Wicked-themed recipes, such as brownies, cookies, cupcakes, and a cookie pie.