These "Wicked" collaborations cross the spectrum from apparel, accessories, footwear, beauty and costumes all the way to home decor, toys and even one-of-a-kind cars. Universal 's theatrical retelling of the famed Broadway musical is creating buzz ahead of its Nov. 22 release with hundreds of merchandise offerings from dozens of retail partners. "Barbie" painted the town pink in 2023, and now "Wicked" is upping the ante by adding a splash of green. The report, which surveyed 2,000 adults in the U.S., also determined that fandom collaborations and partnered releases are most successful among niche super-fandoms. What could also drive demand is the fact that these merchandise collaborations are limited-time only.

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Persons: Barbies, Betty Crocker, it's, Evan Hanson Organizations: Walmart, Mattel, Lexus, Gershwin, Broadway, Retailers, Universal, Hollywood Locations: New York City, U.S