The Biggest Wicked: For Good Brand Collaborations

The Wicked: For Good campaign is built like an alternate universe you can shop. Universal signed more than 400 partners whose work adds up to over 330 million dollars in media and promotional value, making this one of the largest studio partner pushes ever and second only to the first Wicked film. (NBCUniversal) 

Inside that wave, a smaller circle of collaborations truly hits the sweet spot: they feel true to the story, they show up in real people’s lives, and they make Wicked: For Good merch feel like something you would buy even without the logo.

At a Glance

• More than 400 partners and over 330 million dollars in media value make Wicked: For Good one of the biggest brand campaigns ever for a movie. (NBCUniversal) 
• Amazon’s “Oz on Amazon” ecosystem, from Prime screenings to Alexa themes, anchors the largest Wicked: For Good product brand collabs online. (Amazon Ads)
  
• P&G’s “Get Scent to Oz” lines for Gain, Febreze, Dawn plus Olay and Secret body care create everyday Wicked: For Good beauty collabs and home products. (P&G)
  
• Voluspa’s Cherry Blossom Bubble and Palo Santo Spells candles headline Wicked: For Good merch for home fragrance. (Voluspa) (The Hollywood Reporter)
  
• r.e.m. Beauty’s Glinda and Elphaba sets, plus Olay, Secret and Lush bath collections, form the core Wicked: For Good beauty collabs. (r.e.m. beauty) (Page Six) (Business Wire)
  
• LEGO, Mattel, Target and Stanley turn Wicked: For Good merch into a full collector and family play ecosystem. (NBCUniversal) (Cosmopolitan)
  

1) Amazon “Oz on Amazon” – the platform takeover

Amazon is the clearest example of how big the biggest Wicked: For Good brand collaborations can go. The “Oz on Amazon” experience spans Prime member early screenings, a dedicated OzOnAmazon.com hub for Wicked: For Good merch, a themed Alexa experience, Amazon Music soundtrack support and a Twitch “Together for Good” stream-a-thon. (Amazon Ads)

Instead of a banner buy, this is a full canvas: Wicked shows up on Fire TV home screens, in Alexa responses, in Twitch charity content and on product detail pages when fans shop toys, fashion and Wicked: For Good beauty collabs. For a lot of people, this is where their entire Wicked: For Good product brand collabs journey starts.

• Prime members get early screenings tied into existing benefits, which strengthens both fandom and loyalty. (Amazon Ads)
  
• The OzOnAmazon hub groups Wicked: For Good merch across toys, beauty and fashion into one shoppable experience. (Amazon Ads)
  
• Twitch’s “Together for Good Stream-A-Thon” turns the collab into an event with creators, donations and interactive Wicked-themed content. (Amazon Ads)
  

2) r.e.m. Beauty – Glinda and Elphaba in your makeup bag

r.e.m. Beauty is the headline act in Wicked: For Good beauty collabs, and it makes sense: the brand belongs to Glinda herself, Ariana Grande. The collection includes separate Glinda and Elphaba makeup sets, an Ozian Forest eyeshadow palette, Cherry Blossom blush palettes, Emerald City metallic eyeliners, Poppy plumping glosses and themed brushes, all tuned to the film’s colour story. (r.e.m. beauty) (Page Six)

Because Ariana promotes the line herself, the collab reads as a natural extension of the character rather than a bolt-on campaign. For fans, this is the Wicked: For Good merch that feels most like a direct line from screen to mirror.

• Glinda and Elphaba sets come as full-face kits with shadows, blush, lip products and highlighters built around each witch’s palette. (r.e.m. beauty)
  
• The collection is sold through r.e.m. Beauty’s site and Amazon, putting Wicked: For Good beauty collabs in front of mainstream shoppers, not just niche fans. (Page Six)
  
• Limited-edition pricing and bundle savings add a collectable feel without pushing it out of reach.
  

3) Olay Body & Secret – everyday Wicked: For Good beauty collabs

Where r.e.m. Beauty covers glam, Olay Body and Secret handle the shower and deodorant shelf. The “All Roads Lead to Oz” collection includes Secret x Wicked: For Good Clinical antiperspirants and Olay body washes in Glinda and Elphaba-inspired scents like “Couldn’t Be Lovelier” and “Wickedly Wonderful,” emphasising confidence and self-expression. (Business Wire) (Happi)

A TV and social campaign fronted by Bowen Yang and Bronwyn James ties the scents back to film characters and scenes, turning basic body care into a daily reminder of Oz. As mass-market Wicked: For Good beauty collabs go, this one is the biggest on sheer reach.

• Clinical-level Secret antiperspirants and Olay body washes come in co-branded packs and gift sets at major retailers. (Business Wire)
  
• Scents and copy are tailored to Glinda and Elphaba, reinforcing the duality theme at the heart of Wicked: For Good merch. (Happi)
  
• This collab turns bathroom staples into accessible Wicked: For Good product brand collabs that people actually finish and re-buy.
  

4) Lush – bath bombs and scrubs for your “for good” ritual

Lush leans into the sensorial side of Oz with a ten-piece Wicked: For Good collection for bath, body and skin care. The line includes Glinda’s Wedding Dress bath bomb, the Tap to Bubble bubble wand, a Yellow Brick Road soap exclusive for Lush Club members and an Elphaba-inspired floral body scrub. (NBCUniversal) 

The collection positions itself around embracing your path and your “Wicked side,” which fits neatly with the film’s themes. Among Wicked: For Good beauty collabs, this is the one that feels most like a self-care ritual, not just a product drop.

• Themed bombs and bubble bars turn bath time into a mini Wicked: For Good experience, fans can replay after the movie. (NBCUniversal)
  
• Lush’s existing community of collectors and limited-edition hunters gives the range built-in hype.
  
• Vegan, handmade brand positioning makes this collab resonate strongly with eco- and ingredient-conscious Wicked fans.

5) Voluspa – the official candles of Elphaba and Glinda

Voluspa is the official home fragrance partner for Wicked: For Good and one of the most talked-about Wicked: For Good product brand collabs in home. Its collection centres on two main scents: Glinda’s Cherry Blossom Bubble, a bright fruity floral in a pale pink vessel, and Elphaba’s Palo Santo Spells, a woodsy, incense-inflected blend in deep green-black glass. (Voluspa) 

Because Voluspa is already a prestige candle name, the collab reads as elevated Wicked: For Good merch rather than novelty. Many gift guides single this duo out as the most giftable and grown-up option on the list.

• The Mini Tin Gift Set bundles both witches’ scents into one 34-dollar set, making the dynamic central to the offer. (Voluspa)
  
• Individual boxed candles and diffusers let fans pick a side or mix them across rooms.

6) Gain, Febreze & Dawn – “Get Scent to Oz” at the supermarket

On the home care side, Gain, Febreze and Dawn anchor some of the most visible Wicked: For Good product brand collabs in grocery. Their “Get Scent to Oz” campaign introduces limited-edition Wicked: For Good collections of scent beads, fabric softeners, air mists and dish sprays, all in pink and green packaging inspired by Oz. (P&G) (Happi)

Bringing Wicked: For Good merch into fabric care and dish soap might sound unexpected, but it means fans see the brand every time they do laundry, clean the kitchen or freshen a room. That constant touchpoint is exactly what makes this one of the biggest Wicked: For Good brand collaborations by frequency.

• Limited-edition scents are designed to “Get Scent to Oz,” with copy and visuals that nod to magic without overwhelming the shelf. (P&G)
  
• Co-branded bottles, sprays and pods show up in mass retailers, club stores and online carts. (Happi)
  
• Social content and influencer seeding make these products part of cleaning and “reset Sunday” routines on TikTok.
  

7) Dunkin’ – drinks, munchkins and a bonus scene

Dunkin’ delivers one of the most playful Wicked: For Good product brand collabs in food and drink. Its 360-degree campaign introduces Wicked Green Matcha and Wicked Pink Refresher drinks plus pink-and-green glazed MUNCHKINS donut holes served in a collectible tin. (NBCUniversal) (People)

A cheeky spot starring Cynthia Erivo and Jonathan Bailey imagines Oz “running on Dunkin’,” including a bonus-style scene where Fiyero brings Elphaba coffee and munchkins. This sits right at the intersection of in-store experience, limited-edition products and content fans happily share.

• Two on-theme beverages plus MUNCHKINS give fans clear, low-friction ways to participate in-person. (People)
  
• Campaign creative runs across in-store, OOH, digital and social, making it one of the biggest Wicked: For Good brand collaborations in QSR. (NBCUniversal)
  
• Branded tumblers, straw buddies and sleeves add extra layers of Wicked: For Good merch to the coffee run. (People)
  

8) LEGO – seven new sets and a “brickified” featurette

LEGO is back in Oz with seven new Wicked: For Good playsets, expanding on the four sets from the first film. The new line introduces minifigure versions of Glinda, Elphaba and Fiyero (after minidoll versions in part one) and, for the first time, Boq, with sets that recreate Emerald City, Shiz University and other key locations. (NBCUniversal)

LEGO also “brickified” a behind-the-scenes featurette from director Jon M. Chu, turning film marketing into a piece of animation fans can share. Among family-focused Wicked: For Good merch, this is as big as it gets.

• Seven-set lineup plus the earlier wave makes Wicked one of LEGO’s most robust movie tie-in worlds in recent years. (NBCUniversal)
• Integration into LEGO Masters adds a TV layer to the collab and reaches non-fans who love building. (NBCUniversal) 
• These sets function as both toys and collectibles, giving Wicked: For Good product brand collabs long shelf life in kids’ rooms and on adult display shelves.
  

9) Mattel & Polly Pocket – dolls, playsets and mini Oz

Mattel’s Wicked: For Good lineup covers full-size fashion dolls, mini figures and playsets, plus a Wicked-themed Polly Pocket compact. Dolls of Elphaba and Glinda come in true-to-movie gowns with removable outfits and accessories, and multipacks like the Oz Story Set and Students of Shiz bundle key characters. (NBCUniversal)

Singing dolls that play “For Good” snippets and Polly Pocket compacts themed around Shiz University and Emerald City deepen the story for kids who want to keep the world going after the credits roll. In the toy aisle, these are some of the biggest Wicked: For Good brand collaborations by breadth.

• Full-size fashion dolls plus mini figures give multiple entry points by age and price. (NBCUniversal)
• Mattel paired the collab with a donation to Music Will, tying Wicked: For Good merch to music education. (NBCUniversal)
• Polly Pocket’s tiny Emerald City compacts are catnip for nostalgic millennial fans as much as for kids.

10) Target, Katie Kime & Stanley – the retail hub for Wicked: For Good merch

Target acts as a central hub for Wicked: For Good merch, with nearly 200 exclusive or curated products across apparel, home, toys and media. Standouts include designer Katie Kime’s capsule collections for home decor and fashion, plus Stanley 1913’s Wicked: For Good tumblers in iridescent ombre finishes available only at Target. (NBCUniversal) Between these exclusives and broader licensed assortments, Target is where many fans first see Wicked: For Good product brand collabs in person, from pyjamas and throws to soundtracks and books.

• Katie Kime’s prints translate Oz iconography into everyday robes, PJs and decor, giving fans subtle but unmistakable Wicked: For Good merch. (NBCUniversal)
  
• Stanley tumblers with Wicked: For Good art tap straight into tumbler-collecting culture. (NBCUniversal)
  
• Target’s scale and price points make this one of the biggest Wicked: For Good brand collaborations for everyday fans, not just collectors.
  

FAQ

What are the biggest Wicked: For Good brand collaborations overall?

Amazon’s “Oz on Amazon,” P&G’s multi-brand push, LEGO and Mattel toys, Voluspa candles, Dunkin’ and the Target hub all rank among the biggest Wicked: For Good brand collaborations by reach and impact.

Which Wicked: For Good beauty collabs are worth buying first?

r.e.m. Beauty’s Glinda and Elphaba sets, Olay and Secret’s limited-edition body care and Lush’s bath collection are the most talked-about Wicked: For Good beauty collabs across major shopping guides. 

What’s the best Wicked: For Good merch for home?

Voluspa’s Cherry Blossom Bubble and Palo Santo Spells candles, Le Creuset cookware, Pottery Barn decor and Stanley tumblers are the most frequently recommended Wicked: For Good merch for home and kitchen. 

Are these Wicked: For Good product brand collabs limited?

Most are: Voluspa, r.e.m. Beauty, Dunkin’, Olay/Secret and Stanley explicitly market their Wicked: For Good collections as limited runs, and early items have already sold out or shifted to resale. 

Why did so many brands join Wicked: For Good?

The film offers global reach, a proven fan base and themes of friendship and self-expression that map cleanly onto beauty, fashion, food and home, making Wicked: For Good product brand collabs a powerful way to reach younger and highly engaged audiences. 

Why these collabs are “for good” 

Taken together, these collaborations show how a film can spill out of the theatre and into daily life in a way that feels playful instead of exhausting. The best Wicked: For Good brand collaborations work because they make sense for the characters and for the products: r.e.m. Beauty and Olay let fans take Glinda and Elphaba into their routines, Voluspa and Le Creuset turn homes into quiet shrines to Oz, and LEGO, Mattel and Dunkin’ keep the story alive for families between screenings. When Wicked: For Good merch and Wicked: For Good beauty collabs are this thoughtfully built, they do more than sell extras; they keep the emotional world of the film open, every time someone lights a candle, twists a tumbler lid or hits play on a palette.