Have you noticed the buzz around Wicked’s upcoming film? The musical phenomenon has taken a page from Barbie’s playbook, launching an array of collaborations that are as enchanting as the story itself. Here are some standout partnerships:

Crocs x Wicked

Comfort meets style in this collaboration featuring two unique designs: a deep green Croc inspired by Elphaba and a pink-heeled Croc fit for Glinda. Whether you’re strutting down the yellow brick road or relaxing at home, these shoes have you covered.

R.E.M Beauty x Wicked

Ariana Grande’s makeup brand joins the magic, with the pop star playing Glinda herself! This collection includes nine whimsical products, with packaging reminiscent of the classic Wizard of Oz illustrations.

Dr.PawPaw x Wicked

Add a touch of enchantment to your beauty routine with Dr.PawPaw’s green Wicked lip balm. This magical balm reacts to your lips’ natural pH, transforming into a unique shade of pink tailored just for you—a perfect nod to the contrasting worlds of Elphaba and Glinda.

Lush x Wicked

Bath time has never been so magical. Lush’s Wicked-inspired collection features bath bombs, body sprays, and soap bars, each capturing the essence of the musical’s vibrant world.

Monopoly x Wicked

How amazing would it be to step into the world of Wicked? With the special edition Wicked Monopoly, you can explore iconic locations from the franchise and fully immerse yourself in the magical story of Oz.

Stanley x Wicked

For the collectors out there, Stanley released two themed tumblers: a deep green design for Elphaba and a soft pink version for Glinda. Perfect for staying hydrated while rewatching the trailer!

Rebecca Minkoff x Wicked 

Luxury meets magic with Rebecca Minkoff’s Wicked collection, featuring two stunning bags that add a touch of Oz to any outfit.

These collaborations are just the tip of the iceberg. Wicked’s marketing strategy has cast a wide net, drawing in fans old and new. So, which collab is your favourite? And the ultimate question: has Wicked’s campaign rivalled Barbie’s brand collaborations, or does the doll still reign supreme?

Rahmah Waheed
The Social Company