“Wicked: For Good” is coming up here, meaning the collaboration between emerald green and bubble gum pink is taking over the internet again before the highly anticipated film. Universal Pictures is expanding its “good line” with the first ever American Gardor in Elfaba and Glinda. The lineup also includes the collector Elfaba dolls in purple pajamas she wears during the famous “popular” sequence.
The new edition will be available for purchase at American Girl.com and Mattel StoreFront starting September 22nd.
Glinda American Girl Doll
Elfaba American Girl Doll
Limited Edition
Elfaba in “popular” pajamas
The second wind of the “Evil” collaboration follows the Marketing Blitz, which developed a universal strategy prior to “Evil: Part 1” last winter. Universal has partnered with over 400 corporate brands to create numerous products and tie-ins to launch a massive range of musical Extravaganza. Now American Girl is added to the list.
“We live in an environment where monoculture doesn’t happen like it used to,” Universal’s chief marketing officer Michael Moses told Variety last year. “So you have to be everywhere.”
These extensive global marketing efforts aren’t cheap, but they’re already rewarded. “Wicked: Part One” debuted at $114 million and ultimately brought in nearly $760 million at the global box office.
“Evil: For Good” chronicles the second act of the beloved Broadway show and opens in theaters on November 21st. John M. Chu directed a two-part “Evil” festival starring Ariana Grande, Cynthia Eribo, Jeff Goldblum, Michelle Yeo and Jonathan Bailey. Set before, inside and after “The Wizard of Oz,” the story tells the origins of Glinda of Grande (later known as Glinda the Good) and Elphaba of Eribo (eventually called Wicked Witch of the West), with Dorothy landing in Oz and ringing a yellow brick path.
I’m buying Universal’s “For Good” collection here.
