How 'Wicked: For Good' Became a Global Collaboration Story
Learn about the more than 400 partnerships and brand integrations that shaped a worldwide 'Wicked' campaign.
December 02, 2025
NBCUniversal teams across Film Marketing, Franchise Management, Global Partnerships, and Universal Products & Experiences have once again joined forces to deliver one of the most ambitious and emotionally resonant global marketing campaigns ever launched. Building on the success and learnings of the first Wicked campaign, the Wicked: For Good campaign used that proven blueprint and leans in with greater scope, creativity and scale.
A powerhouse roster of gold-standard partners was assembled, many returning after the success of the first Wicked film. They delivered bold, first-of-their-kind brand extensions and activations across every major category. The result was one of the most dynamic and far-reaching Symphony, Partner, Licensing and Retail campaigns ever, setting a new benchmark for integrated franchise collaboration.
Globally, more than 400 partners were signed, delivering more than $330 million in media and promotional value across Symphony, global partnerships, licensing and retail. The campaign will generate approximately 28 billion impressions and counting worldwide. The Wicked: For Good campaign is the second biggest promotional partner campaign ever for a major studio movie, only behind its predecessor Wicked, which reached $350M and 25 billion impressions in 2024.
By strategically prioritizing partnerships and redefining what is possible in brand collaboration, Wicked: For Good drove large-scale activations across global retailers and leading consumer brands.
Wicked: For Good Campaign Highlights & Cultural Moments
Wicked: For Good harnessed the power of social media, digital marketing and creative content to deepen fan engagement and expand on the passionate community built around Wicked. Capitalizing on that enthusiasm, Universal developed a robust content, cultural and experiential pipeline across broadcast, streaming, digital and live events designed to excite and connect with both long-time fans and new audiences.
Culture-defining moments from the Wicked: For Good campaign included:
Wicked: One Wonderful Night
The centerpiece of the campaign, this two-hour musical event aired on NBC on November 6 and became a cultural moment for fans worldwide.
Co-hosted by Cynthia Erivo and Ariana Grande, the special was filmed at the iconic Dolby Theatre in Los Angeles and transformed into a breathtaking Emerald City-inspired set. It featured a 37-piece live orchestra led by award-winning musical director Stephen Oremus and choreography by Christopher Scott. The special included electrifying performances of beloved songs from both Wicked films, including emotional renditions of “For Good,” “No Place Like Home,” and “The Girl in the Bubble.”
The cast reunited for the event, including Michelle Yeoh, Jeff Goldblum, Ethan Slater, Marissa Bode and Bowen Yang, with Erivo performing alongside Goldblum and a trio performance from Yang, Slater and Bode. It was made available for streaming on Peacock the following day, November 7 and accompanied by a live soundtrack album released across major platforms.
Trailer Drops
The campaign kicked off with an evolved version of the Reach Art and a one-night-only re-release of the first film, where the first trailer for Wicked: For Good debuted in theaters and online. The trailer amassed nearly 270 million views and continued to play in front of major releases including How to Train Your Dragon, Jurassic World Rebirth, and Fantastic 4: First Steps.
The final trailer, teased across several days and announced during Sunday Night Football, premiered on the TODAY Show’s PopStart segment and has garnered over 291 million views to date.
Media and Cultural Integrations
Cynthia Erivo hosted the Tony Awards, and Wicked was featured in full episodes of LEGO Masters and RuPaul’s Drag Race.
Additional integrations included Bachelor in Paradise, Love Island, New Heights, Las Culturistas Awards, and Project Runway
Wicked: For Good performed exceptionally well in ticket sales and generated Fandango’s biggest first-day ticket pre-sale of 2025.
Dancing With the Stars Takeover
A fully Wicked-themed episode featured choreography to songs from the film, with director Jon M. Chu serving as a guest judge. The episode delivered the show’s best ratings for adults 18–49 since 2017 and generated 57 million TikTok views in 24 hours.
Global Tour
The cast and filmmakers embarked on a global tour with stops in São Paulo, Paris, London, Singapore, and New York City, culminating in a world premiere at Lincoln Center.
SYMPHONY: A Force for Good
Comcast NBCUniversal’s Symphony initiative supercharged the campaign with enterprise-wide activations, including co-branded promos with Winter Olympics athletes, integrations into Xfinity’s "Imagine That" campaign, and a first-ever presence in SKY’s Christmas campaign.
Comcast NBCUniversal’s Symphony initiative supercharged the campaign with enterprise-wide activations, including co-branded promos with Winter Olympics athletes, integrations into Xfinity’s "Imagine That" campaign, and a first-ever presence in SKY’s Christmas campaign. NBC and TODAY hosted "Wicked Weeks," and Universal theme parks featured immersive Wicked-themed experiences. Additional support included a custom Xfinity campaign featuring Jeff Goldblum, integrations into The Voice and The More You Know, and the “Wicked: One Wonderful Night” event special on NBC and Peacock, featuring two new original songs and a bespoke live soundtrack.
Highlights of the Wicked: For Good Symphony support include:
- Co-branded custom promos highlighting Winter Olympics athletes and Wicked: For Good leads Ariana Grande and Cynthia Erivo.
- First film IP to be integrated into Xfinity’s all new brand campaign called “Imagine That.” It will be supported by a 360° marketing campaign including a dedicated tv spot featuring Jeff Goldblum and out of home for $20 MM in media value.
- First-ever integration into SKY’s highly coveted Christmas campaign where customers are encouraged to watch film one on the platform and then experience Wicked: For Good in theaters. The campaign will feature Wicked in TV, digital and OOH with $5MM in media value.
- A Wicked Week takeover across NBC during the week of 11/13 and a week-long takeover of TODAY during the week of release, with talent appearances, custom show opening, plaza installation and fan giveaways.
- Enterprise-wide pink and green takeovers across network IDs, streaming platforms, NBCU social channels, 30 Rock Plaza and global employee activities.
- High-impact experiential activations at our five global parks, including a refreshed "Wicked Experience" in Orlando, CityWalk takeover in Hollywood, and first-ever immersive walkthrough at Universal Studios Singapore which will host our Asia premiere and convert the park into Oz.
- High profile sports integrations including an F1 talent integration with iconic driver, Lewis Hamilton and Cynthia Erivio, a co-branded piece with NBC Sports highlighting their iconic sport programming in “Legendary February” as well as spots featured in the NBA, Sunday Night Football and Big Ten.
- Culture-driving show integrations across NBCU and Peacock including a custom promo for The Traitors as well as show integrations with The Voice and the Real Housewives franchise.
- Meaningful and authentic Corporate Social Responsibilities programs featuring Wicked with bespoke campaigns for Education Through Music, 4H and NBC’s own “The More You Know” with a dedicated PSA featuring Jonathan Bailey.
- Rejoicify! NBC’s The Tonight Show Starring Jimmy Fallon is going full Oz ahead of the upcoming cinematic release of Universal Pictures’ Wicked: For Good. The epic finale to the global cultural phenomenon hits theatres nationwide Nov. 21. “The Tonight Show’s” week-long celebration will feature a magical lineup of the film’s stars and special musical moments.
Universal Pictures and Amazon Ads Brand Innovation Lab—the creative hub that helps bring innovative, custom campaigns to life across the Amazon canvas—have rejoined forces to deliver the world of Oz to Prime members
Wicked Partnerships Highlights:
The Wicked: For Good campaign reunites Universal with more than 165 of the original brand partners from Wicked. These partners experienced outstanding success with the first film in sales, earned media and consumer engagement, and they are returning at an even larger scale and scope.
Amazon Ecosystem Takeover
Universal Pictures and Amazon Ads Brand Innovation Lab—the creative hub that helps bring innovative, custom campaigns to life across the Amazon canvas—have rejoined forces to deliver the world of Oz to Prime members. The takeover celebrates the transformative power of friendship that lies at the heart of Wicked: For Good with digital experiences and activations like:
Prime member early screenings; “Oz on Amazon” brand store featuring exclusive merchandise; branded Alexa theme; Amazon Music content amplification; Twitch’s "Together for Good Stream-A-Thon," where community-driven charitable donations unlock exclusive rewards and viewers help shape unique Wicked-themed content.
Dunkin’ Donuts
Dunkin’ is activating a 360° co-branded global campaign celebrating Universal Pictures’ Wicked: For Good, inviting fans to “follow the Yellow Brick Road” – the Dunkin’ way. The fully integrated activation spans in-store takeovers, out-of-home, digital, social, and influencer moments, bringing the wonder of Wicked to life across every touchpoint. The collaboration features limited-edition menu items inspired by Oz’s most iconic duo, Elphaba and Glinda, including the Wicked Green Matcha and Wicked Pink Refresher, along with green- and pink-sprinkled MUNCHKINS® served in a collectible 10-count tin and other themed merch. Anchoring the campaign is a playful spot featuring film stars Cynthia Erivo and Jonathan Bailey, uniting Dunkin’s signature humor with the film’s spectacular, emotional world.
Airbnb
Airbnb is bringing Elphaba’s retreat to life and inviting guests to immerse themselves in the magical and unforgettable world of Wicked: For Good. Guests will be able to book Elphaba’s Retreat as a themed experience as well as an overnight stay.
Ines Di Santo
In celebration of Wicked: For Good, bridal designer Ines Di Santo revealed the Jewel Box gowns, a special capsule within her Fall 2026 Respira bridal collection. Inspired by Wicked: For Good’s themes of transformation, duality, and the enduring bond of sisterhood, the Jewel Box gowns debuted within Di Santo’s show at New York Bridal Fashion Week.
Pottery Barn
In partnership with Universal, Pottery Barn introduced two exclusive collections inspired by the visual world of Oz within Wicked: For Good. In addition to Elphaba and Glinda inspired designs including bedding, decorative accessories, barware and glassware, Pottery Barn Teen launched a collection that draws inspiration from Elphaba and Glinda’s dorm room at Shiz University and features romantic pinks and deep greens that reflect each character’s personal style.
P&G
Family and millennial mega-brand P&G has partnered with Wicked: For Good for the biggest film promotion in the history of their company, integrating the film across nine of their biggest brands: Gain, Secret, Olay Skin, Olay Body, Febreze, Swiffer, Dawn, Cascade & Crest. In addition to a Secret TV spot starring Bowen Yang and Bronwyn James, the campaign includes large-scale retail activations with co-branded packaging and displays.
Pernod Ricard
Pernod Ricard is celebrating Wicked: For Good with a nationwide co-branded campaign that includes paid media, themed cocktails and packaging, in-store, owned + operated, on-premise and in-theater bar overlays, consumer sweepstakes, PR efforts, and a premiere sponsorship activation. The company will also run digital out-of-home placements within the Peacock Plaza at Crypto.Com Arena and Helmsley Walkway in Grand Central Station and introduce custom cocktail kits in collaboration with Paris Hilton’s 11:11 impact charity.
Weee!
Director Jon M. Chu serves as Chief Creative Officer of America’s largest online Asian supermarket, Weee! which is supporting the release of Wicked: For Good across in-app, digital and social platforms and grocery deliveries. Wicked: For Good will take over the Weee! app and customers will receive orders packed in pink and green branded Wicked: For Good boxes along with custom tote bags.
LEGO
Following a successful collaboration on the first film, with four LEGO Wicked sets, LEGO is back with seven new playsets inspired by Wicked: For Good. The new sets are packed with iconic characters including Glinda, Elphaba, Fiyero (now introduced as minifigures), following their minidoll versions in the first sets. And now for the first time ever, fans can meet Boq! Additionally Wicked: For Good was integrated into a full episode of LEGO Masters and LEGO premiered a special shot-for-shot “Brickified” recreation of John Chu’s BTS featurette.
Mattel
Mattel returns to Oz with its Wicked: For Good collection, featuring full-size fashion dolls, mini figures, and immersive playsets inspired by iconic characters and scenes. Headlined by Elphaba and Glinda dolls in true-to-movie looks (complete with removable outfits and iconic accessories) the line also introduces Dorothy’s first appearance, multipacks like the Oz Story Set and Students of Shiz, and a glittering Emerald City Playset with five modular spaces and 15 accessories. Fans can also discover singing Elphaba and Glinda dolls that play clips of “For Good,” plus a Wicked-themed Polly Pocket compact showcasing Shiz University and Emerald City in miniature. To mark the collaboration, Mattel partnered with Music Will (the largest nonprofit music program in U.S. public schools) hosting students at its design center for an exclusive behind-the-scenes experience and donating over $20,000 to support music education.
Target
Target is returning as the go-to destination for Wicked fans, introducing an all-new collection featuring nearly 200 products. Available in stores and online, the assortment spans apparel, home décor, toys, books, and more, including standout exclusives like the Katie Kime x Wicked: For Good collections, a collector’s visual companion book, and a limited-edition soundtrack vinyl. With bold design, beloved brands, and incredible value, Target brings the magic of Oz to life in a way only Target can—making it easy for fans to celebrate and shop the world of Wicked.
Designer Katie Kime
Designer Katie Kime teamed up with Target for an exclusive Wicked: For Good collaboration that blends bold design with whimsical storytelling to reimagine the world of Oz for wardrobes and homes. Known for her vibrant prints and lifestyle goods, Kime brings Wicked’s visual magic to life through two Target exclusives-- a home décor collection and an apparel and accessories line- giving fans stylish, everyday ways to celebrate Glinda, Elphaba, and the enchanting spirit of Wicked.
General Mills
General Mills is partnering again with Wicked, offering licensed SKUs from General Mills Cereal and Betty Crocker along with promotional SKUs from Pillsbury. All three brands will support the film with digital, social, and POS. Targeting families, this partnership is expected to generate over 150MM impressions.
Google is back after an amazing program on the first film. For this campaign, Android is creating multiple content pieces that showcase their product and highlight Wicked: For Good in a huge way. Google Pixel is also returning with another installment of the widely-loved “Best Friends Forever” spot, Wicked: For Good-themed customization packs and Elphabot.
Lexus
Lexus is returning for Wicked: For Good where consumers will yet again Experience Ozmazing. This year’s partnership boasts a custom spot titled “Magic in the Air,” starring the film’s director, Jon M. Chu, along with his wife, Kristin, and their daughter Stevie Sky Chu, who was born on the same day as Wicked’s Los Angeles premiere. In addition, Lexus has created a custom LX themed to this latest installment, which offers its occupants the opportunity to sing karaoke to some of Wicked’s most popular songs.
r.e.m. Beauty
Wicked: For Good is proud to be partnering again with Ariana Grande's brands r.e.m. and Ariana Grande Fragrances. r.e.m. is back with a larger collection than the first film along with two bespoke Ariana Grande Fragrances. Both brands are supporting their multi-territory programs with extensive retail and paid social content - including boosts from Ariana.
Robinsons (UK)
Robinsons, UK’s iconic beverage brand and #1 fruit squash in the UK, is returning for a co-branded Wicked: For Good campaign that features a rerun of the core Elphaba-inspired Amazafying Citrus Twist and Glinda-inspired Outstandiful Berry, and introduces a new limited edition Yellow Brick Road-inspired Wonderfully fruity twist flavor. The campaign will be supported by on-pack labels with a competition to win Wicked prizes, POS in-store across all major retailers, OOH, POS, email CRM, social and online initiatives.
Sophia Webster
Following the sell-out success of the first collaboration, Sophia Webster returns with a second spellbinding collection inspired by Wicked: For Good. Featuring four gravity-defying designs, from crystal-embellished sandals with floating gems to iridescent bubble heels, blooming chiffon rosettes, and winged stilettos, each pair perfectly encapsulates the dazzling magic of Elphaba and Glinda’s world.
Stanley 1913
The new Wicked: For Good Collection from Stanley 1913 is flying into stores, exclusively at Target. Get thrillified in iridescent ombres and sky-high shimmer. Keep your eyes open for the limited-edition print with artist Katie Kime. Whoever your heart chooses, Stanley 1913 will keep you hydrated for good.
Voluspa
Voluspa is thrilled to continue to illuminate the magic of Elphaba and Glinda with endless inspiration, pushing the brand’s typical constructs and silhouettes to create a dueling experience of scent and unexpected beauty. Key notes for the Wicked: For Good x Voluspa scents include: Glinda’s Cherry Blossom Bubble and Elphaba’s Palo Santo Spells.
Lush
Lush is introducing a limited-edition, 10-piece collection for bath, body, and skin care, bringing the magic of Oz to everyday rituals. Inspired by fan-favorite characters, the lineup includes Glinda’s Wedding Dress bath bomb, the Tap to Bubble bubble wand, a Lush Club-exclusive Yellow Brick Road soap infused with bergamot and grapefruit, and Elphaba’s floral body scrub for super-soft skin. This spellbinding collection invites fans to embrace their power, their path, and their Wicked side—washed for good.
Butterkist (UK)
Butterkist, the UK’s #1 popcorn brand, is returning to activate a co-branded Wicked: For Good Campaign which includes an on-pack promotion, themed Fizzafying Lemonade popcorn flavor and packaging and an enter to win mechanic across several UK retailers. The partnership also features paid social and digital campaigns with organic influencer activity and a Press/PR experiential event.
Marks & Spencer (UK)
Following last year’s viral Wicked collection, this exclusive range brings the magic of Oz to life with a captivating selection across kids, home and gifting. From whimsical pajamas and bold graphic knits to glittering snow globes, collectible tree decorations and enchanting gift sets, the collection celebrates the world of the witches of Oz, Glinda and Elphaba, in style.
Maxwell & Williams
Inspired by the beloved characters and world of Wicked, Maxwell & Williams’ enchanting Wicked: For Good collection captures the essence of the story, blending elegance with a touch of enchantment and transforms your home into a realm of fantasy and charm.
Cambridge Satchel Company
Universal has reunited with beloved global brand Cambridge Satchel, whose satchels appear in Wicked: For Good, in the UK, Ireland, and globally through their online store.
On October 1, Wicked fans in New York City found themselves on a whirlwind tour of Oz in a West Village townhouse decked out in Wicked: For Good merchandise collaborations.
Wicked Lineup of Licensing Partners
UP&E is welcoming back a dynamic lineup of licensing partners who were pivotal in transforming the first film into a cultural phenomenon. Returning partners include (but are not limited to): Little People, The Noble Company, Squishmallows, Build-A-Bear, Funko, Disguise, Jakks Pacific, Insight Editions, Random House, HarpersCollins, Gap, Lingua Franca, Roots, Modern Moments, Loungefly and Conair.
Other exciting elements of this multi-tiered campaign include:
Cosmetics –Bubble Skincare, Conair, Essie, IT Cosmetics, KISS, Kristin Ess Hair, Lush, Ordo, Wet Brush
Consumables – Compartés, Hostess, Hovis, Keebler, Mars (Skittles & Extra), Takis
Fashion – Bombas, Cozyland by Morgan Lane, DIFF Eyewear, GAP, Her Universe, Hey Dude, Joe Fresh, Lemonade Dolls, Lingua Franca, LoveShackFancy, Loungefly, Lug, Modern Moments, MONSE, PUMA, Roots, Queen of Sparkles, Samii Ryan, Sock Candy, Wicked: For Good x Katie Kime for Target
Home & Lifestyle – Crosley, Le Creuset, Owala, Stanley 1913, Swarovski, Williams Sonoma
Toys & Collectibles – American Girl, Build-A-Bear. Care Bears, Disguise, Funko, Insight Editions, JAKKS Pacific, Just Play, Little People Collector, Mattel, Müller, The Noble Collection, Polly Pocket, Snapco, Squishmallows, Steven Singer Jewelers, UNO, The Woobles, Wooga, Trends International
Books – HarperCollins, Random House Children’s Books, Running Press
Retail – Amazon, Barnardo’s (UK), Five Below, Liverpool (Latin America), Marks & Spencer (UK), Primark (UK), Target, Ulta Beauty, Walmart, Westfield London (UK)
