The Wicked movie hasn’t even hit theaters yet, but its marketing already feels impossible to escape. From a Manhattan townhouse turned into a full-on Emerald City to branded deodorant, the campaign feels less like a movie promotion and more like a takeover from the Wizard. Being a major Wicked fan myself, I can’t help but think that all these collabs are taking the spotlight away from the story itself.
When part one of the movie was released in 2024, the excitement centered around the cast, visuals, and long-awaited chance to see the storytelling between Elphaba and Glinda. The main focus was on the premiere and music. However, that focus now seems to have shifted–from the big screen to store shelves. This film should have been a celebration of the film’s artistry and is now turned into an all-out useless marketing campaign.
Let’s talk about some of these insane collaborations: Dawn dish soap in a “Fantabulous Floral” scent, Green Value color-changing mac and cheese that turns pink or green, Kristin Ess haircare inspired by Elphaba and Glinda, Cascade dishwasher pods scented like the Emerald City, and yes–Absolut Vodka’s Wicked-themed bottles. These aren’t just random brands; they’re downright ridiculous.
A few tie-ins do make sense. Ariana Grande’s r.e.m. beauty collection fits with her role as Glinda. Swarovski’s wand ornament sparkles just as brightly as the film’s visuals. But, somewhere between the stuffed animals and candles, the campaign downgraded from clever to comical.
When the film Barbie came out, its marketing made sense. The brand already lived in a world of toys, fashion, and obviously pink. So seeing dolls and dream houses only added up. Wicked, though, is something deeper. The film is about identity, authenticity, and staying true to yourself when put in a world that pressures you to fit in. So my thought is why bury that message under layers of unnecessary items?
Wicked has always been about resisting control. Yet here we are, watching Universal’s marketing turn the narrative into exactly what the story warns its viewers against. Instead of letting fans anticipate the movie for its emotion and message, we’re just being thrown pink and green objects.
There’s definitely no denying the excitement for this film. I have been waiting ever since the first movie aired to see Glinda and Elphaba’s story continue. But when every Target aisle and TikTok feed is overflowing with Wicked merch, the spark starts to dim. The campaign truly doesn’t need to work this hard.
Maybe it’s time the marketing team took a note from the story itself: sometimes less is more. No matter how many products they keep pushing out, nothing can bottle the true magic of Wicked.
