Hollywood's red carpets have been painted green and pink as Wicked took home awards for Best Costume Design and Best Production Design during this year's Oscars. But the spotlight isn't just on couture gowns and tailored tuxedos—it's also highlighting the power of fashion in creating mainstream hype. Last year, Barbie spun pink into pure gold, rewriting the rules of movie marketing with an extensive and expensive campaign that blended fashion, culture, and commerce. Now, Universal Pictures is stealing the spotlight with Wicked, taking clever branding to gravity-defying new heights.

The Barbie Blueprint: Spinning Pink into Gold

The Barbie movie didn't just hit cinemas last summer; it avalanched its way to grossing over $1 billion worldwide as brands rode the wave to cash in on the opportunity. Mattel lined up hundreds of collaborations ahead of the film's release, from high-end retailers like Valentino to mass-market retailers like Walmart. The campaign wasn't just about selling products; it was about tapping into a cultural moment so monumental that it became impossible to ignore.

Now, Wicked is betting on the same magic—and it's working like a charm. From emerald-green glamour to pink puff skirts, this wickedly clever strategy proves that when it comes to pop culture moments, there's no place like Oz—or your local retailer.

Under Wicked's Spell: Green, Pink, and Glitz Galore

Wicked has all the ingredients: a built-in fanbase, timeless appeal, and a color scheme begging to be merchandised. Bloomingdale swapped out its traditional holiday red for pink and green, Forever 21 rolled out sequined jersey dresses, and Starbucks whipped up Glinda's Pink Potion and Elphaba's Cold Brew— complete with bedazzled tumblers.

Brands ranging from luxury labels to fast-fashion giants have rolled out collections tied closely to the film. Naeem Khan debuted a Wicked-inspired runway show, Zac Posen dressed Wicked star Cynthia Erivo in a jaw-dropping hooded gown for the CFDA Awards, and Crocs unveiled limited-edition clogs, complete with glittery bows and heels.

Why It Works: Nostalgia Meets Now

Musicals like Wicked resonate differently with audiences, evoking nostalgia, aspiration, and escapism— all qualities that blend seamlessly into fashion and beauty tie-ins. The $89 pink tulle ball gown from Forever 21 is more than just a dress; it's a ticket to the City of Oz. Bloomingdale's Emerald City Atelier, with its green-drenched gift shelves, isn't just a store; it's an homage to the nights spent belting "Defying Gravity" in your bedroom. For studios, flooding the market with branded items serves dual purposes: driving both buzz and people to theaters. For brands, it's about SEO, social media, and a shot at a fresh audience.

Defying Gravity: Marketing Reaches New Heights

Wicked isn't just copying Barbie's homework—it's acing the revisions. Brands are focusing less on slapping logos on T-shirts and more on character-driven standout pieces, like Aldo's custom shoes or Forever 21's gowns. But there's a fine line between omnipresence and overkill—overwhelming shoppers could risk losing them altogether.

Oscars and Beyond

Wicked may have fallen short at the Oscars, but they've already won at something bigger: turning a movie musical into a lifestyle. Whether it's through a sparkly shoe, a minty cold brew, or even instant mac-and-cheese labeled "mystery color," the campaigns don't end when the credits roll—they live on as we shop, sip, and scroll. It's storytelling with a side of retail therapy, and anticipation is already building for the sequel—on screen and in our shopping carts.