Wicked's marketing campaign is snatching Barbie's crown

Saying that Wicked was a highly anticipated film would downplay the cultural significance of the entire magical world of Oz. The show remains one of the giants of Broadway, holding the record for the highest box office revenue in the history of New York theater. When it was announced in 2021 that the musical would finally be adapted into a film starring none other than Cynthia Erivo and Ariana Grande, the hype levels couldn't have been higher. Between collaborations with fashion brands, supermarkets, and even a new animation on Google (which sings the new version of "Defying Gravity"), the film's marketing budget at times seems to surpass that of Barbie. The parallels with Margot Robbie's films are numerous, starting with the near-replica of Barbenheimer, with the release of Wicked and Gladiator II in the same week. Simultaneously, the method dressing of the two leads, Cynthia Erivo and Ariana Grande, nearly surpasses the Barbie-core. If 2023 was all about pink, it now walks hand in hand with green—and brands are adapting.

During the holiday season, New York department stores light up for the festivities, but this year the windows of Bloomingdale’s are painted pink and green for “A Wicked Good Holiday”. Wicked’s collaborations, though similar to those of Barbie, elevate the simple pink T-shirt of 2023 and even reach the runway. For his SS25 collection presented during New York Fashion Week, American designer Naeem Khan drew complete inspiration from the Wicked Universe in collaboration with Universal Studios. Gap and its creative director Zac Posen also released an exclusive capsule for the film and dressed Cynthia Erivo for the CFDA Awards red carpet last month (with a gown reminiscent of Elphaba). Other fashion brands involved include H&M, Rebecca Minkoff, and Crocs, while in beauty, r.e.m. beauty (Ariana Grande’s brand) stands out with three limited editions: one all pink, one all green, and a mix of both. In America, even supermarkets joined in: Target and Walmart released official merchandise, including a peculiarly green mac and cheese (though the color outcome left something to be desired).

While Wicked mania is evident in store windows, the real battlefield is on social media, where the press tour has become a daily talking point. Certainly, having one of the most famous pop divas in the world as a lead draws massive crowds, but it’s been the emotional rawness and synergy between Erivo and Grande during interviews and red carpets that have truly captured public attention. If Andrew Mukamal and Margot Robbie defined the technique of method dressing, Mimi Cuttrell and Jason Bolden (stylists for Ariana and Cynthia, respectively) succeeded in bringing the magical world of Oz to the audience, collaborating with top fashion houses for press tour looks. Highlights include the Australian premiere, where Grande paid homage to Glinda’s original 1939 costume with a dress by Vivienne Westwood, and the London premiere, where Cynthia Erivo made a grand return home in a Schiaparelli ensemble adorned with nods to Elphaba’s hat.

While Barbie pioneered a fashion-centered approach to film marketing, with Wicked, brands are refining their strategies. Collaborations are no longer limited to simple logos on T-shirts; brands like Forever 21 are offering green and pink jersey dresses with sequins, while Gap has designed graphics that integrate the profiles of Glinda and Elphaba into its logo. Aldo, led by Universal Studios, developed shoes with heels inspired by Glinda’s wand and embellished bags, standing out in the market. Brands are still trying to understand their audience fully; for instance, Aldo will compare Wicked campaign results to Barbie’s to assess whether customers purchase multiple collaborations and continue buying from regular lines, as stated in an interview with BoF. With a sequel scheduled for November 2025, Wicked may have greater longevity than Barbie-core. Time will tell if the Wicked-core leaves a lasting mark or if consumers will become fatigued by these pervasive campaigns. Only time will reveal whether Wicked will enjoy the same longevity as its legacy in the magical world of Oz.