'Wicked' surpasses 'Barbie' with overwhelming merchandise push
- The movie adaptation of 'Wicked' incorporates a wide range of merchandise to attract fans.
- Collaborations include clothing, toys, and novelty items in various retail outlets.
- The scale of marketing efforts for 'Wicked' is noted to surpass even that of the recent 'Barbie' film.
In the lead-up to the release of the movie adaptation of the Broadway musical 'Wicked', extensive merchandising efforts have been launched, aiming to capitalize on the film's popularity. The promotional merchandise includes collectible dolls that represent the film's stars, Ariana Grande and Cynthia Erivo. This initiative has seen collaborations with multiple retailers, resulting in a vast array of products ranging from clothing lines in stores like Gap and H&M to specialty items like 'Wicked'-themed Stanley Cups. As these products hit the shelves, fans have shown immense enthusiasm, causing significant surges in demand and even chaos during launches. The vast scale of this marketing campaign positions 'Wicked' as one of the most widely promoted movies in recent times, eclipsing previous campaigns such as that of 'Barbie'.