The highly anticipated Wicked movie has taken over more than just the box office buzz—its signature colors, pink and green, have woven their way into nearly every corner of marketing and pop culture. These colors, synonymous with Glinda and Elphaba, became a canvas for brands to collaborate, innovate, and dazzle audiences in unique ways. By embracing the film's aesthetic, brands connected with fans through products, experiences, and fashion moments that felt as magical as the story itself.
Aldo
This collaboration brought a touch of Oz-inspired glam to footwear and accessories, seamlessly blending the film's signature aesthetic with everyday style. The collection featured bold, green-hued heels and sleek light pink heels, symbolizing the contrasting personalities of Elphaba and Glinda. Aldo also introduced a line of embellished handbags and jewelry, including emerald and pink toned clutches and sparkly statement pieces that fans could incorporate into their wardrobes
Beis
While Elphaba and Glinda soar in bubbles and broomsticks, you can elevate your travel game in style—no magic required! Béis has cast a spell with its Wicked luggage collab, transforming their fan-favorite hard-shell suitcases, weekender bags, and toiletry kits into dreamy limited-edition shades of pink, elusive greens (already sold out!), and enchanting ombré. The magic doesn’t stop there—on December 4, Béis is dropping brand-new small carry-on rollers, just in time to make your holiday trips feel straight out of the Emerald City.
Stanley
Stanley x Wicked brings hydration with a side of magic! The iconic drinkware brand gave its signature tumblers and bottles a bewitching makeover, featuring Wicked-themed designs in Elphaba’s bold green and Glinda’s charming pink. From shimmering emerald finishes to bubblegum-pink accents, these limited-edition pieces are perfect for staying hydrated while showing off your love for the land of Oz.
Arie
Arie set the tone for Wicked collaborations as one of the first brands to drop their spellbinding collection—and it did not disappoint. Known for their edgy streetwear, Arie reimagined iconic pieces with a Wicked twist, blending Elphaba’s deep greens and Glinda’s playful pinks into statement designs. From oversized graphic tees to socks and sweats, each item felt like a bold nod to the Land of Oz. This early launch not only built hype for the movie but also cemented Aries as a trendsetter in merging fashion with cinematic magic
One/Size
One/Size by Patrick Starr worked its magic with a Wicked collab that brought Broadway drama to beauty routines everywhere. Known for their bold, inclusive approach to makeup, the brand launched a limited-edition collection inspired by Glinda and Elphaba’s iconic looks. From shimmering emerald-green eyeshadows to bubblegum-pink blushes and dazzling highlighters, the collection made it easy for fans to channel their inner witch or good gal.
The Wicked movie campaign succeeded by connecting with the story’s emotional themes while keeping its visuals consistently aligned. The strategic use of pink and green wasn’t just about aesthetics—it was a storytelling device that invited fans to engage on multiple levels.
By partnering with beauty, fashion, and food brands, Universal Pictures ensured the campaign reached fans in their daily lives, making Wicked impossible to ignore. These collaborations also highlighted the versatility of thematic marketing, as the colors worked seamlessly across different industries!
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