When it comes to the magic of propelling Wicked: For Good to the second highest opening domestically YTD ( $147M ) and fourth highest global Hollywood debut of 2025 ( $223M ), Universal did so with the help of 400-plus original global brand partners worth $330 million in media value and who reached 15 billion impressions.

In terms of worth, that’s the second biggest promotional partner campaign ever for a major studio movie, behind Universal’s own Wicked a year ago ($350M and 25 billion impressions).

Wicked fans love their merchandise, so of course there was an embarrassment of riches when it came to the offerings, many of them collectibles. Brands, both new and returning, shined a light on the sequel’s themes of empowerment, individuality and friendship.

As we reported l

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