Wicked's marketing strategy mirrors that of successful franchises like Barbie, utilizing extensive brand collaborations - over 400 partnerships - to dominate cultural conversations.
James Withey notes, 'Wicked is a powerful story with characters who resonate, making it iconic and versatile, eluding an emotional investment from its fans.'
With its brand assets evoking strong emotional connections, Wicked has distinguished itself as a potent franchise that can capture diverse audiences' imaginations.
The launch of exclusive products, like the Stanley tumblers in Elphaba green and Glinda pink, showcases Wicked's strategic retail collaborations to create excitement.
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