As the Wicked movie ignites global cultural buzz, brands are racing to align themselves with the film’s most captivating characters. From fashion and beauty to toys and collectibles, the franchise has become a magnet for partnerships.
Booking Agent Info analyzed the public brand collaborations with each character to reveal a clear hierarchy of demand across the cast.
Character Collaboration Count Table
| Character | Brand Deals | Example Collabs (Full List Inside Table Only) |
| Elphaba | 38 | Owala; R.E.M. Beauty; Cambridge Satchel; Le Creuset; Voluspa; Polly Pocket; Bubble; Uno; Squishmallow; Care Bears; Funko Pop; Stanley; Universal Pictures; |
| Glinda | 38 | Owala; R.E.M. Beauty; Lush; Le Creuset; Bubble; Uno; Squishmallow; Care Bears; Funko Pop; Stanley; Universal Pictures |
| Prince Fiyero | 6 | Hot Topic Bag Clip; Tilly’s; Uno; Funko Pop; Mattel; Universal Pictures |
| Scarecrow | 6 | Squishmallow; Uno; Lush; Care Bears; Funko Pop (×2) |
| Tinman | 6 | Squishmallow; Uno; Lego; Care Bears; Funko Pop; Hallmark |
| Lion | 5 | Squishmallow; Uno; Lego; Care Bears; Funko Pop |
| Wizard | 4 | Hot Topic; Uno; Lego; Woobles |
| Boq | 4 | Hot Topic; Uno; Funko Pop; Mattel |
| Madame Morrible | 3 | Hot Topic; Uno; Mattel |
| Pfannee | 1 | Uno |
| Miss Coddle | 1 | Uno |
| Dr. Dillamond | 1 | Uno |
Character-by-Character Breakdown
Elphaba: The Breakout Brand Magnet
Elphaba stands as one of the two most in-demand brand faces, claiming 38 partnerships across beauty, fashion, lifestyle, collectibles and homeware. Her iconic aesthetic of green glamour, rebellion, and individuality, provides brands with a visually powerful and emotionally resonant foundation. From premium makeup lines to home décor and high-end accessories, Elphaba’s cultural impact has made her a marketing force, proving that “wickedness” sells when it comes with authenticity and storytelling.
Glinda: Equally Dominant, Equally Beloved
Matching Elphaba with 38 collaborations, Glinda proves just as influential. Brands lean into her sparkling aesthetic, pink-forward palette and message of optimism. Her partnerships lean strongly into beauty, fragrance, accessories and lifestyle products, amplifying her appeal to both nostalgic fans and younger audiences discovering Wicked for the first time. Glinda’s brandability is undeniable, she represents aspiration, glamour and emotional uplift, which are all marketing gold.
Prince Fiyero: The Leading Man With Strong Commercial Pull
With 6 collaborations, Prince Fiyero emerges as the most in-demand male character in the franchise. His popularity stems from the film’s renewed focus on him as a modern romantic lead, allowing brands to tap into character-driven merchandise that appeals to teens and collectors. From apparel to figurines, Fiyero’s presence supports Wicked’s broader campaign of making its male characters newly relevant to older audiences.
Scarecrow: Nostalgia-Driven Demand
Also landing 6 collaborations, the Scarecrow benefits from his deep roots in the Oz universe. Brands love him because he resonates across generations, older fans see nostalgia, younger fans see charm and warmth. His partnerships cluster around plush, collectibles and family-friendly merchandise, reinforcing Wicked’s cross-generational commercial success.
Tin Man: Emotional Appeal That Brands Gravitate To
Matching Scarecrow and Fiyero with 6 collaborations, the Tin Man remains one of the most emotionally symbolic characters in the entire Oz storyline. His branding power lies in themes of empathy, vulnerability and the search for connection, these are qualities that resonate strongly with modern audiences while also aligning seamlessly with merchandise aimed at families, fans and collectors.
The Lion: A Steady Fan Favourite
With 5 collaborations, the Lion shows brands are still invested in classic Oz archetypes. His partnerships tend to skew toward plush, kids’ products and collectible items, giving him a strong presence in the comfort-driven merchandise category.
Boq & The Wizard: Solid Mid-Tier Demand
At 4 collaborations each, Boq and the Wizard occupy the middle of the ranking. These characters attract steady interest from collectors, merch lines and nostalgia-based products. They reinforce the strength of Wicked’s worldbuilding because even secondary characters secure meaningful brand attention.
Madame Morrible: Niche
With 3 collaborations, Madame Morrible maintains niche but notable demand. Her dramatic aesthetic lends itself well to stylized collectibles and novelty merchandise that fans adore.
The Supporting Ensemble: Smaller but Symbolic Demand
Pfannee, Miss Coddle and Dr. Dillamond each have 1 collaboration, reflecting more selective but still culturally valuable partnerships. Even at lower volumes, the fact that supporting characters have branded merchandise at all speaks to Wicked’s sweeping commercial ecosystem. This is a sign of just how culturally influential the franchise has become.
Resources
This analysis uses data compiled from The Hollywood Reporter’s list of Wicked brand collaborations, supported by additional information from Cosmopolitan, NBC Universal’s official merchandise announcements, and publicly available retailer listings for products linked to each character. All original links, references and data inputs are documented in full in our shared Google Sheet: Which Wicked Character Is the Most In-Demand for Brand Deals?
Final Takeaway: Wicked Dominates the 2025-2026 Collaboration Landscape
Based on current data, Elphaba and Glinda are tied for first place, each with 38 brand collaborations, making them the most in-demand characters in the Wicked universe. This dual dominance underscores the franchise’s unique balance. The story of Wicked has always been about two women whose identities and journeys complement each other, and now brands are reflecting that same dual fascination.
