It all began with the dolls.

As a devoted fan of Wicked and a lifelong Barbie collector, I couldn’t help but be drawn to Mattel’s new dolls modeled after Ariana Grande and Cynthia Erivo in the upcoming film adaptation of the Broadway musical. These creations were stunningly accurate, down to their tiny details, and even sang clips of “Popular” and “Defying Gravity.” I have to admit, I wanted them immediately.

But those dolls were just the start. Soon, my Instagram and X feeds were flooded with a wave of Wicked-themed merchandise. Pink and green collaborations seemed to be everywhere. Some of them were perfectly logical, like Grande’s R.E.M. Beauty releasing a line inspired by the film—why not combine her role in the movie with her thriving business? It was smart marketing.

Other products ranged from practical to downright absurd, but they all contributed to making Wicked feel omnipresent. It has arguably become one of the most heavily marketed films in recent years, even surpassing the pink-drenched campaign for Barbie last year.

I learned about many of these products through the X account Wicked News Hub, which shares every possible update about the movie and its promotional activities. The account is run by a lawyer in Manchester, England, who created it out of admiration for Ariana Grande. (He asked to remain anonymous.) “I expected plenty of collaborations, but even I was amazed by the sheer volume and variety of products,” he wrote in an email.

There are Wicked-branded Stanley Cups, which caused a frenzy at Target when they launched. These popular drinking tumblers were cleverly marketed alongside the film. Then there are Wicked Crocs, including a Glinda version with heels. Clothing lines from Gap, H&M, Bloomingdale’s, and Forever 21 feature Wicked collections. You can buy Wicked Legos, Monopoly sets, and even hair dryers. (Mattel’s dolls faced a minor scandal when their packaging accidentally linked to a porn site instead of the movie’s official page.)

Starbucks joined the frenzy with a Wicked line of bedazzled tumblers and two themed drinks: Glinda’s Pink Potion and Elphaba’s Cold Brew. I tried the Elphaba drink while skipping the Glinda one, fearing it might be overly sweet—it turned out to be minty.

Then there’s the Wicked instant macaroni and cheese from Walmart’s Great Value brand. Packaged as a “mystery color,” the mac can turn green or bright pink when cooked. This product seems to mark the point where Wicked marketing veered into the bizarre.

But why the aggressive push, even more so than for blockbusters like Inside Out 2 or Deadpool & Wolverine? It boils down to Universal’s determination to turn Wicked into a global phenomenon. Unlike the other films, which are sequels tied to established franchises, Wicked isn’t just promoting a movie—it’s selling an entire lifestyle.

The stage version of Wicked already has strong name recognition, having toured worldwide since its Broadway debut in 2003. As a prequel to The Wizard of Oz, the musical builds on a beloved classic with iconic imagery that’s naturally marketable. Universal capitalized on this by holding a special fair for potential brand partners to generate interest in the film.

David O’Connor, Universal’s president of franchise management and brand strategy, told me in a video call that the story’s “multigenerational” appeal created unique opportunities for branding. From dolls and Legos for kids to Starbucks tumblers for teens and partnerships with Lexus for adults, there’s something for everyone.

Even without explicit product placements in Jon M. Chu’s adaptation, the film’s visual style naturally lends itself to merchandising. Glinda’s dorm room makeover scene during “Popular,” with its abundance of pink decorations, is just one example. Now, you too can replicate the look with pink Wicked luggage, candles, and beauty accessories from Ulta. Complete the transformation with nail polish from the OPI Wicked collection.

This is capitalism at its most extravagant, and it’s only the beginning—Part 2 of the movie is slated for next year.

Still, I understand the appeal of all this Wicked merchandise. When I first saw the Broadway production at age 13, it immediately captivated me. As Elphaba, the misunderstood outsider with big dreams, mirrored my own feelings of isolation, Glinda’s charm and humor offered an irresistible contrast. I was hooked.

If Wicked-themed clothes, makeup, and food had existed back then, I would have embraced it all wholeheartedly.

So, this flood of merchandise feels like the inevitable evolution of the Broadway hit. While the stage production brought Wicked to a dedicated audience, the movie has amplified its reach to a global scale.

It might be overwhelming, but here’s a confession: I now own two of the Mattel dolls. My mother recently sent them to me, remembering the little girl who used to belt out Wicked songs in the car.