Broadway to blockbuster: 'Wicked' is good, all right

The multimillion-dollar franchise has become a key property for Universal, which is building its stable of known stories

- By Samantha Masunaga

GILES KEYTE Universal Pictures ARIANA GRANDE, left, stars as Glinda and Cynthia Erivo is Elphaba in Universal's "Wicked: For Good," directed by Jon M. Chu.

Back in 2024, Universal conjured a pink-and-green tornado that swept pop culture.

From themed drinks at Starbucks and dolls of Elphaba and Glinda, to joint appearances by stars Cynthia Erivo and Ariana Grande at the Olympics and throughout a heavily publicized press tour, “Wicked” was everywhere.

As the conclusion of the two-part film franchise heads to theaters at the end of the week, the marketing for “Wicked: For Good” has accelerated.

There are still themed Legos, but now also Gain laundry scent boosters, Swiffers and Pottery Barn bedding. There was a “Wicked” night on rival network ABC’s “Dancing With the Stars” and a “Wicked: One Wonderful Night” musical event broadcast on NBC.

The complete takeover of culture was all part of Universal's plan to build one of its biggest and most important franchises, which has already brought in nearly $759 million in worldwide box office revenue for the first film, not to mention the haul from merchandise sales, theme park tie-ins and other categories.

Beyond the immediate revenue, “Wicked” also gives Universal a rare, female-focused franchise, an underserved audience, particularly as so many recent films have been geared toward men.