Brand collaborations and crossover partnerships are nothing new in the cinematic universe. As we covered in a previous post, in September 2024, Warner Bros. Discovery Global Consumer Products (WBDGCP) and SEGA of America came together for a line of merchandise combining the worlds of Sonic the Hedgehog and DC’s Justice League. The collection of products included apparel, toys, collectibles, and more. Like many similar collaborations, the crossover aimed to generate hype. This case was for an upcoming five-issue comic book series uniting Justice League and Team Sonic.
To celebrate the release of Wicked: Part One, Universal Studios took a much bigger approach, putting a multi-million dollar spin on this tried-and-true marketing tactic. Per Variety, the production and distribution giant partnered with more corporate brands to create buzz for the musical film. Wicked became inescapable from themed coffee beverages to all manner of accessories and apparel.
Here’s a closer look at some of the most intriguing and fashionable merchandise that came from Wicked’s epic marketing blitz:
Crocs footwear
Love it or hate it, Croc’s signature clogs have turned into a fashion-forward footwear choice thanks to new releases like the platform Siren Clogs and Megacrush Clogs. Renowned for its lightweight and comfort-first philosophy, Crocs embraced Wicked’s magical aesthetic in a collaboration that’s as eye-catching as it is unexpected. The brand introduced a limited edition line of footwear inspired by Wicked’s iconic color palette: emerald green for Elphaba and shimmering pink for Glinda. Each pair features exclusive Jibbitz charms, including crystal-like bubbles, sparkling tiaras, and flying monkeys, allowing fans to customize their clogs. Perfect for both die-hard Crocs enthusiasts and Wicked devotees, this line fuses practicality with a theatrical flair.
Foster Grant eyewear
Foster Grant, an eyewear pioneer known for its accessible yet fashionable sunglasses and reading glasses, brought Wicked to life with a collection that’s equal parts functional and fashionable. This is much like its existing collection of stylish progressive readers that come with three strengths in each lens as well as a myriad of playful colors and patterns. The collaboration features sleek frames in emerald and pink hues, complete with subtle butterfly accents on the temples—a nod to the film’s flying themes. Each pair comes in a collectible Wicked-themed case, making these glasses both a style statement and a collector’s item.
Gap apparel
Long celebrated for its high-quality basics and casual style, Gap stepped into the Wicked universe with an apparel line that reimagines its signature pieces. The 20-piece capsule collection features graphic tees, hoodies, and sweatshirts adorned with iconic Wicked imagery, such as the show’s recognizable logo and shadowy silhouettes of Elphaba and Glinda. The clothing boasts rich pink, emerald, and black tones, blending effortlessly into everyday wardrobes while still paying homage to the film. Gap’s collaboration is perfect for fans who want to wear their love for Wicked without sacrificing comfort or versatility.
Pyrrha jewelry
Known for its artisanal, talismanic jewelry, Pyrrha adds an air of mystique to the Wicked campaign with its handcrafted, sustainable line of necklaces and rings. Each piece in the collection draws inspiration from the film’s central themes of courage, friendship, and destiny, featuring intricate designs like the Wicked sigil, the main duo’s profiles, and emerald gemstones. Made using sustainable materials, Pyrrha’s Wicked collection not only captures the magic of Oz but also aligns with the brand’s commitment to ethical craftsmanship. For fans seeking a more subtle yet deeply personal way to connect with the film, Pyrrha’s designs offer wearable keepsakes that embody Wicked’s enchanting spirit.
By teaming up with iconic brands, Universal has brought the magic of Oz into everyday life, allowing fans to express their love for the film in ways that suit their personal style.
About Author
