“Barbie” painted town pink in 2023, and now “Wicked” is upping the ante with a splash of green.
UniversalThe theatrical retelling of the enduring Broadway musical is making waves with a whole lot of merchandise offerings from dozens of retail partners ahead of its November twenty second release. The green and pink barrage is a component of Universal's marketing strategy for the film and will provide a great addition to retail just in time for the crucial holiday season.
These “Wicked” collaborations run the gamut from apparel, accessories, footwear, beauty and costumes to home decor, toys and even one-of-a-kind cars.
The collections also vary in price ranges, providing consumers with inexpensive and splendid ways to specific their love for all things “bad.”
Goal And Walmart There's plenty of product on the shelves, with entire sections of the shop dedicated to themed shirts, sweaters and shoes, in addition to dolls, plush toys, books and nail polish.
Lego and Mattel Have brick sets and Barbies linked to the film. Starbucks encompasses a collection of latest mugs and mugs and limited-time drinks inspired by most important characters Glinda and Elphaba; and Betty Crocker has revealing cake mixes that turn pink or green when wet ingredients are added.
Toyota's Lexus is even launching two unique versions of its 2024 Lexus TX that feature “Wicked” wraps.
The Broadway show on which the film relies is probably the most popular and highest-grossing musicals of all time and already has a longtime and enthusiastic fan base.
At the Gershwin Theater in New York City alone, greater than 14.5 million people have purchased tickets for the show since its inception in 2003, grossing greater than $1.67 billion ticket sales, in response to Broadway World. These figures don’t include traveling national shows or international residencies.
These fans are hungry for merchandise that celebrates and empowers their fandom, and so they say they're willing to pay for it Mintel's 2024 US Superfans and Enthusiasts Consumer Report.“
The report found that nearly half of “superfans,” or the most enthusiastic and dedicated fans, spent money on official fandom events or merchandise in the past year. The report, which surveyed 2,000 U.S. adults, also found that fandom collaborations and partner publishing are most successful among niche superfandoms.
And that's good for retail, where the consumer confidence index plunged 7 points in September, the sharpest decline in more than three years, before rising 11% in October, the biggest single-month acceleration since March 2021.
Retailers that have partnered with Universal are expected to see a boost from sales of “Wicked” items, which could help them differentiate themselves from other companies in the coming months.
What could also be driving demand is the fact that these merchandise collaborations are only for a limited time. Once the supply runs out, it is unlikely to be restocked. Even the most price-conscious consumers may be willing to spend money to get these products before they disappear from shelves.
Movie theaters also offer themed popcorn buckets, specialty drinks, and other merchandise for moviegoers who want to see the film. These retail opportunities could help boost “Wicked’s” box office.
Currently, box office analysts have extensive insight into what “Wicked” could do on its domestic opening weekend. At the conservative end, leading entertainment and technology research firm NRG predicts a profit of $85 million. Meanwhile, others are speculating that the first film in a planned duology could top $100 million, grossing up to $150 million in its first three days in theaters.
The difference in expectations comes as Hollywood has struggled to market and make a profit from movie musicals in recent years. Adaptations such as “In the Heights,” “Dear Evan Hanson” and “Mean Girls,” all of which are based on Broadway shows, failed to generate significant box office revenue during their run.
However, other fan-favorite IP-based titles – including “Dune: Part Two,” “Deadpool & Wolverine” and “Inside Out 2” – exceeded estimates. Since “Wicked” is already a household name but exists within the music space, box office analysts are having a tough time predicting where the film will land.
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