Wicked isn’t just defying gravity — it’s reaching new heights in brand collaboration. This week’s BL Business Branding newsletter follows how Universal Studios is transforming Wicked: For Good into a cultural event that stretches far beyond the big screen through strategic partnerships and licensing.
What started as a Broadway musical reimagining the story of the Wicked Witch of the West quickly became a global sensation. Its music, style, and massive fan following have made Wicked not just a show but a pop culture icon. The emotional connection it has created with the audience provides Universal with a strong foundation to build on as the popular franchise expands from stage to screen — and now, into everyday consumer life.
After Wicked: Part 1 cast its spell over the 2024 box office, anticipation for the second film has only grown. Universal tapped into that excitement with a summer rollout of “Wicked Wednesdays,” periodically releasing over 70 new collaborations that brought the franchise’s iconic visuals into everyday life and new retail categories. They have partnered with companies such as Abercrombie & Fitch, Pottery Barn, Owala, R.E.M. Beauty, and even PetSmart. On the luxury side, they coordinated high-end collaborations with Voluspa, Le Creuset, and Swarovski by blending high design with iconic Wicked motifs. Swankified products for fans, who have been enthusiastically chasing these limited drops to get their hands on the iconic green and pink designs as they await the new movie’s release.
Universal’s collaboration strategy shows how a brand can evolve when its identity is both protected and amplified. Through strong trademark protection and structured licensing agreements, the studio gives partners the ability to create products that feel fresh while remaining unmistakably Wicked. The consistency in tone, theme, and design ensures that any product within a collaboration reflects the Wicked branding, making the potential for collaborations feel unlimited.
What Can Businesses Learn From This?
The Wicked franchise illustrates the power of extending brand storytelling into new markets. When intellectual property is thoughtfully protected, brands have the freedom to innovate and push into new industries without losing sight of what audiences love most. Fans aren’t just watching Wicked on the screen, they’re bringing the land of Oz into the real world by decorating with it, wearing it, and gifting it.
When brands invest in intellectual property protections and pair them with purposeful partnerships, they can create products that resonate with their target audience and even expand their reach into previously untapped markets.
Want to explore how trademark protections and licensing agreements can strengthen your brand? Contact our BL Trademark Team by reaching out to Seth Berenzweig at sberenzweig@berenzweiglaw.com.