As the highly anticipated movie adaptation of “Wicked” prepares to debut on Nov. 22, its promotional campaign is making waves with exciting collaborations that have caught the attention of fans and brand enthusiasts alike. Major brands, including Target, Hasbro, Mattel and R.E.M. Beauty, are partnering with the film to create a unique synergy that not only enhances the movie’s visibility but also engages audiences in a more interactive and memorable way.

Target, a staple in the retail industry, has launched exclusive “Wicked” themed merchandise, featuring everything from home decor to apparel. This partnership allows fans to incorporate elements of the beloved musical into their everyday lives, making it a more immersive experience.

Hasbro and Mattel, two giants in the toy industry, are also joining the fray with collectible figures and playsets inspired by the characters and iconic moments from “Wicked”.

These products not only cater to the nostalgia of longtime fans but also attract a younger demographic who may be discovering the story for the first time. Recently, there has been a recall of the Galinda and Elphaba dolls due to a misprint on the back of the packaging box which links to a pornographic website.

Instead of linking consumers over to the official Universal Studios site, “WickedMovie.com,” the website led to an adult film site that requires consumers to be 18+ to enter. In a statement shared with Variety magazine, Mattel discussed that it was made aware of the misprint on the packaging of the Mattel “Wicked” collection dolls and that they deeply regret this unfortunate error. The error gained traction on social media Nov. 11, when consumers shared photos of the URL.

Additionally, R.E.M. Beauty, a makeup brand owned by Galinda actress Ariana Grande, released a makeup line titled “Wicked x R.E.M.” The collaboration includes a new makeup line which is inspired by color themes shown in the movie.

“I know as a kid I loved being able to collect characters from my favorite films, cartoons and comics to use for my own adventures. I think it offers a lot of room for creativity for both kids and fans. However, I do think it can wander into territory of too much commercialization, which makes the whole media text feel less authentic.” – Dr. Shane Toepfer, University of North Georgia professor of communication, film and theatre

The buzz surrounding these partnerships highlights the significance of cross-brand marketing in today’s entertainment landscape. By aligning with major brands, “Wicked” not only generates excitement among moviegoers but also creates a community of fans eager to engage with the film in various ways.