Painting the town pink and green: 'Wicked' takes over retail ahead of theatrical debut

"Barbie" painted the town pink in 2023, and now "Wicked" is upping the ante by adding a splash of green.

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. The green-and-pink barrage is part of Universal's marketing strategy for the film and could bring a welcome boost to the retail industry just in time for the crucial holiday period.

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.

The collections range in price points as well, offering consumers affordable and luxury options to show off their love of all things "Wicked."

Target and Walmart have a slew of products on shelves, with whole sections of the store dedicated to themed shirts, sweaters and footwear, as well as dolls, plush figures, books and nail polish.

Lego and Mattel have brick sets and Barbies tied to the film; Starbucks has a collection of new tumblers and mugs, plus limited-time drinks inspired by main characters Glinda and Elphaba; and Betty Crocker has "mix to reveal" cake mixes that turn pink or green when wet ingredients are added.

Toyota's Lexus is even releasing two one-of-a-kind versions of its 2024 Lexus TX that have "Wicked"-themed wraps.

The Broadway show on which the film is based is one of the most popular and highest-grossing musicals of all time and already has an established and rabid fanbase.

Just at the Gershwin Theater in New York City, more than 14.5 million people have bought tickets to see the show since it launched in 2003, generating more than $1.67 billion in ticket sales, according to Broadway