Bringing Oz to Life: Exploring the Impact of Wicked’s Brand Partnerships

Introduction

The Wicked movie, premiering in November 2024, has become one of the most significant cultural phenomena of recent years, drawing comparisons to the Barbie movie. As part of its expansive marketing campaign, the film partnered with over 400 brands to bring the world of Oz into fashion, beauty, and other categories. These partnerships offered fans unique ways to connect with the beloved story.

One standout aspect of these collaborations is their celebration of the contrasting personalities of the lead characters, Glinda and Elphaba. Each collection reflects the duality of these iconic witches, allowing customers to embrace their inner “good” or “wicked” side—or both.

In this report, we explore how three standout brands—Béis, Voluspa, and Rebecca Minkoff—leveraged the Wicked narrative to create limited-edition collections.

Béis x Wicked

The Béis x Wicked collaboration debuted on October 9, 2024, timed to build anticipation for the Wicked movie's November premiere. Known for blending functionality with flair, Béis created a travel collection inspired by the iconic characters, Glinda and Elphaba.

This partnership marks Béis' second venture into movie collaborations, following its blockbuster Barbie-inspired collection.

The collection included four innovative bag designs—the Wicked Weekender, Tote, Backpack, and Toiletry Kit—alongside reimagined versions of their best-selling Rollers. With colors inspired by Glinda and Elphaba, the products struck a balance between practical travel solutions and whimsical design.

The Wicked Pink Backpack emerged as the top-performing product, showing a fairly steady sales curve throughout the collaboration.

Voluspa x Wicked

In October 2024, Voluspa unveiled its Wicked collaboration, featuring luxurious candles inspired by Elphaba and Glinda. This partnership brought the film's magic into homes through scent and design.

The collection included jar candles, reed diffusers, and portable mini tin candles all inspired by Elphaba and Glinda.

The standout Pink Goes Good With Green gift set, featuring both scents, became the top seller across their entire product catalog. Weekly sales spiked nearly five-fold during the week of the movie’s premiere.

Rebecca Minkoff x Wicked

October 2024 also saw Rebecca Minkoff's debut movie collaboration with Wicked, bringing the enchanting world of Oz to life through meticulously crafted handbags. These designs are storytelling pieces for those who want to carry a little magic with them

The collection featured two standout pieces: the crystal-studded G Top Handle Bag, channeling Glinda’s charm, and the Edie Flap Shoulder Bag, inspired by Elphaba’s fierce spirit.

Interestingly, weekly sales volume peaked at 19.6% a full week before the movie’s premiere, likely due to anticipation that the collection would sell out quickly.

Conclusion

The Wicked collaborations with Béis, Voluspa, and Rebecca Minkoff demonstrate the power of storytelling in product design and marketing. By connecting their products to the beloved tale of Glinda and Elphaba, these brands created unique collections that resonated deeply with fans.

As the success of these partnerships shows, tying products to strong narratives and cultural moments is a winning strategy, offering lessons for brands looking to captivate consumers and stand out in a competitive market.