Universal’s highly anticipated movie adaptation of the popular Broadway musical “Wicked” is creating a buzz in the retail world with a wide range of merchandise offerings. The film, set to release on November 22, has sparked collaborations with various retail partners, leading to a surge in themed products hitting the shelves.
From apparel and accessories to beauty products, toys, and even one-of-a-kind cars, the “Wicked” merchandise collections cater to a diverse audience with varying price points. Retail giants like Target and Walmart are fully embracing the pink-and-green craze, offering an array of themed items such as shirts, sweaters, dolls, and nail polish. Lego, Mattel, Starbucks, and Betty Crocker are also joining the bandwagon with their own unique offerings tied to the film.
The Broadway show on which the movie is based has a massive following, with millions of fans eagerly awaiting the film’s release. According to Broadway World, the Broadway production of “Wicked” has garnered over $1.67 billion in ticket sales since its debut in 2003, highlighting the show’s immense popularity.
Mintel’s 2024 “U.S. Superfans and Enthusiasts Consumer Report” reveals that devoted fans are willing to invest in official merchandise to celebrate their favorite fandoms. This presents a lucrative opportunity for retailers who have partnered with Universal to capitalize on the “Wicked” craze and attract fans looking to enhance their collection.
The limited-time nature of these merchandise collaborations adds to the appeal, prompting even price-conscious consumers to make a purchase before the products disappear from the shelves. As movie theaters also offer themed merchandise to enhance the viewing experience, the overall retail landscape is poised to benefit from the “Wicked” frenzy.
With box-office predictions ranging from a conservative $85 million to a potentially staggering $150 million during the opening weekend, industry analysts are closely monitoring the performance of “Wicked” to gauge its success in the musical genre. While Hollywood has faced challenges with movie musicals in the past, the strong fan base and brand recognition of “Wicked” could set it apart from previous adaptations and propel it to box-office success.
As retailers gear up to meet the demand for “Wicked” merchandise and movie theaters prepare to offer exclusive items to moviegoers, the pink-and-green craze is set to take over both the retail and entertainment industries in the coming months. Fans of the beloved musical can look forward to a plethora of themed products to showcase their love for all things “Wicked” before the film hits the big screen.
