How ‘Wicked’ took over … everything

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For months before the July 2023 release of the “Barbie” movie, the Warner Bros. marketing team collaborated on a dizzying array of product collections tied to the movie. With the endless collaborations came a flurry of press as reporters tried to keep track of the launches. It was, perhaps, a futile task. The collections spanned categories including food, beverage, beauty, and apparel, and painted the world a highly identifiable shade of pink in the process.

Few would have predicted that, just a year and a half later, we’d see a movie marketing campaign feel just as large, if not larger. “Wicked,” which hit theaters on Friday, is dousing everything it touches in two colors: There’s pink, for Glinda, the Good Witch, played by Ariana Granda; and green, for Elphaba, the Wicked Witch, played by Cynthia Erivo. The new movie is Part 1 of 2 — Part 2 of the film will be released in late 2025.

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