From CNBC: 2024-11-09 08:00:01

Universal’s “Wicked” stars Cynthia Erivo and Ariana Grande, adding a splash of green to the town after “Barbie” painted it pink in 2023. The film’s Nov. 22 release is generating buzz with hundreds of merchandise offerings from retail partners, ranging from apparel to home decor and toys, appealing to the established fanbase of the renowned Broadway musical.
Collaborations with retailers like Target and Walmart offer consumers a wide range of “Wicked” products at various price points, including themed shirts, dolls, and even cake mixes. Limited-time only merchandise releases are expected to create demand, driving retail sales and boosting the film’s box office performance.
Box-office analysts have mixed predictions for “Wicked’s” domestic opening weekend, with estimates ranging from $85 million to potentially exceeding $150 million. The film’s success is uncertain in a market where some movie musical adaptations have struggled to make a profit, but fan-favorite intellectual property-driven titles have exceeded expectations in recent years.



Read more at CNBC: ‘Wicked’ marketing takes over retail ahead of theatrical debut