Talk about popular! With Wicked‘s theatrical release still six months away, Universal Products & Experiences has inked licensing deals with roughly 90 lead partners for a global fall program spanning categories including toys, apparel, collectibles and lifestyle products. 

Mattel and LEGO are on board as master toy partners, with support in the category from Hasbro, Jazwares and Spin Master. Harper Collins and Random House will take the lead in publishing, and Ravensburger (puzzles) and Disguise (costumes) are also part of the early roster of licensees. 

Wicked, which premieres on November 27, is an adaptation of a book and same-name Broadway musical that puts a spin on The Wizard of Oz story. It tells the coming-of-age story of the iconic Wicked Witch of the West, as well as chronicling her rivalry with Glinda the Good. A Tony Award winner, Wicked is one of the longest-running Broadway shows of all time, having staged nearly 8,000 performances there since its 2003 debut. 

The feature film is generating a lot of buzz— its official trailer, released just five days ago, has generated 4.6 million views on YouTube. And Universal Pictures already has a movie sequel in the pipeline and slated for a November 2025 release.