Written by Alexandra Robins

From Gregory Maguire’s original novel that inspired the iconic Broadway musical to the upcoming movie adaptation, Wicked has captivated audiences for years. Now, with a series of brand collaborations rolling out ahead of the film’s release, it’s echoing the cultural buzz seen last year with the Barbie movie.  

These partnerships, whether it’s the Maxwell & Williams x Wicked homewares collection or OPI’s Wicked-inspired nail polishes, showcase the magic of a well-crafted collaboration. But what separates a good collab from one that melts away in obscurity? 

The magic recipe to popular collaborations

1. Novelty 

When it comes to collaborations, there’s no need to defy gravity to understand their appeal; novelty is the secret ingredient. Unexpected brand pairings, like a musical and a nail polish company, create excitement and intrigue. For example, Lego’s Wicked sets combine nostalgia and creativity, resonating across generations, with fans young and old. Add the allure of limited-edition status, and you’ve tapped into consumers’ collective love for exclusivity and fresh offerings.

2. Cultural alignment

When collaborations resonate with pop culture, they become more than just products, they create a sense of belonging – a powerful driver. Just as the Barbie phenomenon drew audiences into its vibrant pink world, Wicked partnerships appeal to the community of fans who’ve been enchanted by the musical’s magic for nearly three decades.

3. Broad appeal

Perhaps the most critical factor is the appeal to a variety of audiences. Wicked is a cultural juggernaut with a diverse fanbase, allowing collaborations to reach across age groups and demographics. Whether you’re a die-hard theatre fan or someone discovering Wicked for the first time, these partnerships offer something special and different, ensuring no audience is left out.

4. Authenticity and accessibility

A successful collaboration brings together authenticity and accessibility. Take the Beis x Wicked luggage collection, practical yet stylish, it reflects both the whimsical essence of Wicked and the functionality Beis’ bags are known for. Similarly, a nail polish collection lets fans channel their love of the musical in a fun, accessible way. 

These partnerships also allow brands to tap into new audiences, creating entry points for people who may not have engaged with their products otherwise. By believing in their own product and staying true to their identity, brands can make collaborations feel genuine while broadening their reach. 

No one mourns the Wicked 

Not every partnership is worthy of the Emerald City. Forced pairings or projects that feel inauthentic can backfire leaving consumers questioning the intent. When collaborations are seen as cash grabs, over-commercialisation can lead to consumer fatigue damaging both brands involved. For example, Walmart’s Wicked mystery-coloured mac and cheese cups failed to connect with consumers, who criticised the product for being unappetising and gimmicky.  

Execution matters too. Take the now infamous typo on the packaging for Mattel’s dolls, released to tie in with the Wicked movie. While the blunder caused a media stir, swift action from the brand to recall the product from shelves and a genuine apology, combined with the existing movie hype turned it into a mere hiccup rather than a catastrophe. 

Understanding your target audience and ensuring the product meets their needs or surprises and delights them in unexpected ways is crucial. Without this, even the most well-meaning collabs can feel like a swing and a miss. 

The same can be said of timing. A collaboration needs to carefully consider the right time to launch to ensure it is taking advantage of the buzz. If you miss the moment, the impact will fizzle out. 

Lessons from the Land of Oz 

Brand collaborations have become the yellow brick road to cultural relevance, blending creativity, novelty, and broad appeal. When done right, they offer fans something meaningful and create magical and timeless connections between brands and audiences.  

Ultimately, Wicked’s partnerships show us that authenticity is the key to a successful collaboration. With the right strategy, any brand can shine as bright as the Emerald City.