How brands hijacked Wicked’s spotlight with pink and green perfection
The Land of Oz got a brand makeover. Here’s what marketers can learn from the Wicked wave
Singapore just became the Emerald City of brand marketing.
The Asia premiere of Wicked: For Good transformed Resorts World Sentosa and Universal Studios Singapore into full-blown Oz-scapes, complete with glowing gardens, towering top hats, and a Yellow Brick Road-worthy carpet. With stars like Ariana Grande and Cynthia Erivo in town, the event didn’t just dazzle theatre fans. It activated marketers.
From color-changing vodka sleeves to potion-inspired drinks and spellbound dolls, brands across categories seized the moment with fast, creative executions. This article explores how marketers leaned into the Wicked wave and what others can learn from these quick-turn trendjacks.
Short on time?
Here’s a table of contents for quick access:
- What happened at Wicked: For Good Singapore premiere
- How each brand joined the trend
- What marketers should know
Patrecia Meliana
What happened at Wicked: For Good Singapore premiere
Universal Studios Singapore and Weave Studios rolled out a literal Yellow Brick Road to host the Asia premiere of Wicked: For Good, directed by Jon M. Chu. Stars Cynthia Erivo, Ariana Grande, Michelle Yeoh, and Jeff Goldblum headlined the spectacle.
Sentosa transformed itself to match the magic, with giant Wicked-themed installations, light shows, and night activations channeling the energy of Emerald City.
Naturally, brands followed the hype, dropping limited editions and playful collabs in Glinda pink and Elphaba green.
Patrecia Meliana
How each brand joined the trend
When a cultural moment hits as hard as Wicked: For Good did in Singapore, brands waste no time getting in on the action. Each of the following collaborations tapped into the Wicked mania with a clever twist—some leaned into collectibility, others pushed playful design, and a few just went full Broadway. Here’s how they pulled it off:
Gap x Wicked
@gap The Wicked Collection. A limited-edition capsule, inspired by the magic found in unexpected people & places. In celebration of the upcoming film Wicked: For Good. In theaters November 21. Link in bio to shop.
♬ original sound - Gap
Gap released a 16-piece Wicked: For Good capsule featuring hoodies, tees, skirts, pajamas, and sweaters for both adults and kids. With gender-neutral options and Broadway-inspired graphics, the line gave fans a wearable nod to both witches while adding everyday utility to the fandom.
Puma x Wicked
Puma dropped a 14-piece capsule collection that included Speedcat ballet flats, sneakers, hoodies, and tees. Available in limited quantities, the line targeted both adults and kids and merged Puma’s streetwear identity with Oz-themed flair. It was a rare mix of stagecraft and streetwear that let fans literally walk the Yellow Brick Road.
Ordo x Wicked
Dental brand Ordo leaned into the Wicked wave with themed oral care sets available at major retailers like Walmart and Target. While less theatrical than others, Ordo’s entry proves that even categories like personal hygiene can join pop culture moments with the right packaging and retail presence.
Mattel x Wicked
Mattel released Glinda and Elphaba dolls dressed in screen-accurate outfits ahead of the film’s premiere. With singing versions and collectible variants, the collection bridged toy fandom and theatrical excitement. It also captured a new generation of fans while giving longtime collectors something to display.
LEGO
LEGO embraced the moment with a short video recreating Wicked scenes in miniature. From brooms to bubbles, the content played into both nostalgia and fandom, offering a playful take that was sharable, creative, and deeply on-brand. The collaboration also featured Elphaba and Glinda figures and other lego set collections featuring Wicked scenes.
Stanley 1913
@stanleybrand A closer look at all of the beautifical details of our Wicked: For Good Collection – which witch are you getting? @Wicked: For Good #targetstyle #wickedmovie #wickedforgood
♬ original sound - Stanley Brand
Stanley dropped a Wicked-themed trio of tumblers in green, pink, and purple. Known for its viral collectibility, the brand combined functional hydration with fantasy appeal. The drop gave fans an Instagrammable way to stay caffeinated while signaling their Glinda or Elphaba allegiance.
Dunkin' Donuts Singapore
Dunkin’ Singapore brewed up a limited-time pink refresher and green matcha drink, tying the color palette to Wicked lyrics like “Dancing Through Life.” The post’s tone channeled musical theatre references, letting fans sip on Broadway energy before heading to the premiere or just their next commute.
Care Bears
Care Bears entered the scene with a two-pack Glinda-and-Elphaba plush drop, paired with a giveaway that rewarded tags, likes, and story shares. It was classic fan engagement dressed up in sugar and chaos, capturing hearts across theatre lovers and plush collectors alike.
Build-A-Bear
Build-A-Bear released Wicked bears in matching costumes, one channeling Glinda’s bubblegum glam and the other in Elphaba’s emerald chic. With in-store and online availability, the campaign embraced the spellcasting spirit while prompting fans to "build" their own witches.
Absolut Vodka
Absolut launched a limited-edition Wicked sequin sleeve that flips from pink to green, matching the duality of the witches. The social video featured a real-time color flip that matched the film’s aesthetic perfectly. It's a sleek example of packaging as performance, and the gimmick flew off shelves fast.
What marketers should know
Wicked’s premiere was more than just a red carpet moment. It was a pop culture flashpoint that rewarded speed, creativity, and fan fluency. Here’s what marketers can take away.
1. Time your drop to the cultural moment
The brands that saw traction moved early and fast. Whether it was Barbie, Blackpink, or Wicked, success favored those that launched right before peak buzz, not after.
2. Color codes are shortcuts to brand alignment
Pink and green did the heavy lifting here. Across every activation, this simple palette unified the trend and gave fans easy visual cues for what was “Wicked-coded.”
3. Merch doesn't have to make sense, just make a splash
From gum to tumblers to dental kits, brands proved that product-category fit isn’t always the point. Emotional connection and storytelling can sell almost anything when timing and theme align.
4. Create with fans, not just for them
Care Bears and Build-A-Bear turned their drops into participatory moments, while LEGO’s video encouraged shares and replay value. In trendjacks, engagement > product.
The Wicked: For Good premiere was a masterclass in real-time brand alignment. Whether you’re selling vodka, sneakers, or floss, the lesson is the same. Move fast, lean into emotion, and let fans carry the message forward.
Marketers watching the next cultural wave should take note. When the curtain rises, there’s no room for safe plays. Go bold or miss the moment.
