The highly anticipated Wicked movie adaptation is set to become one of the biggest blockbusters of 2024. Universal Pictures is leaving no stone unturned with a bold marketing campaign that includes numerous high-profile brand partnerships. These collaborations are designed to reach a wide array of audiences, from longtime fans of the Broadway musical to younger viewers engaging through social media. Let’s dive into some of the exciting brand partnerships that are fueling the Wicked marketing push.

Universal’s Big Plans

With a production budget of around $145 million, Wicked is positioning itself as a major contender for the 2024 blockbuster season. For context, the 2023 Barbie movie had the same production budget, and its eye-catching marketing campaign played a significant role in its box office success. While Wicked’s budget doesn’t quite match the scale of Marvel’s biggest hits, it reflects the investment needed for top-notch musical numbers, impressive set designs, and high-quality visual effects. Universal Pictures is treating Wicked with the same ambition as these big-name franchises, hoping to capture a wide audience.

Although the exact marketing budget for Wicked hasn’t been confirmed, industry experts estimate it could range between $50 million and $100 million. This estimate is based on the film’s production budget and similar campaigns for other musicals and major films like Barbie and The Greatest Showman. The film’s extensive promotional efforts, which include partnerships with brands like MAC Cosmetics, Spotify, and Starbucks, demonstrate Universal’s commitment to building anticipation and engagement.

1. MAC Cosmetics

One of the most exciting collaborations is with MAC Cosmetics, which will launch a limited-edition makeup collection inspired by Wicked. The collection will showcase the bold looks worn by Elphaba, Glinda, and other characters, featuring vibrant greens and pastels. MAC’s history of successful movie tie-ins, such as collaborations with Maleficent and Aladdin, means this collection is bound to grab the attention of both beauty lovers and Wicked fans alike.

2. Spotify Soundtrack Partnership

Spotify is also joining forces with Wicked for an exclusive partnership around the movie’s soundtrack. With iconic songs like “Defying Gravity” and “Popular,” Wicked already has a built-in fanbase for its music. Spotify will offer curated playlists, featuring both the original Broadway recordings and sneak peeks of the movie’s soundtrack. The platform will also release behind-the-scenes podcasts and interviews with the cast and composer Stephen Schwartz, giving fans a deeper look into the making of the film. This collaboration helps build excitement ahead of the movie’s release, reaching both theatergoers and music lovers.

3. Funko Pop Collectibles

Funko Pop fans will be thrilled by the release of a Wicked-themed line of figurines, set to drop just before the film’s premiere. Characters like Elphaba, Glinda, and the Wizard will be transformed into Funko’s signature vinyl figures. This collaboration is a smart move for Universal, as Funko Pops are highly collectible, especially among younger audiences. This partnership broadens Wicked’s appeal to a wide range of fans, from collectors to casual viewers.

4. Broadway in Bryant Park

In a nod to Wicked’s Broadway roots, Universal has teamed up with Broadway in Bryant Park to bring live performances of songs from the musical to the public. Broadway stars, including former Wicked cast members, will perform these beloved songs in free outdoor concerts, targeting theatergoers and generating buzz around the film. These live performances are a great way to reintroduce Wicked‘s theater roots while creating excitement for its cinematic version.

5. Starbucks Collaboration

In one of the more unexpected yet brilliant collaborations, Starbucks has launched a limited-edition themed menu inspired by Wicked. Featuring drinks like the “Green Elixir Matcha Latte” and “Wicked Witch Frappuccino,” Starbucks is bringing the world of Wicked into their cafes. The company will also sell exclusive Wicked-branded merchandise, such as mugs and tumblers, in select stores. With its global reach, this partnership helps Wicked connect with a diverse audience, including those who may not be familiar with the musical but are intrigued by the fun, colorful offerings.

These brand collaborations form a comprehensive marketing strategy that ensures Wicked’s presence across multiple platforms. From beauty and music to collectibles and lifestyle brands, Universal’s efforts—backed by a dedicated PR firm—are designed to engage a broad audience and solidify the film’s place in popular culture. With the release date of November 22, 2024, approaching, these partnerships will play a key role in making Wicked not only a box-office success but a cultural moment.