Are "Wicked" partnerships too much of a good thing?
📸: Vanity Magazine 2024
Why brands risk consumer fatigue.
Have you ever heard the saying ‘to much of good thing.”
With the very much anticipated debut of "Wicked" the movie, which is being released on 22nd November in the US and UK, many brands have eagerly partnered with the movie to capture the hype, bringing or creating themed merchandise and exclusive collaborations.
Yet, the saturation of "Wicked" partnerships could be a double-edged sword, potentially landing products on discount shelves and overwhelming consumers. And remember - this movie release is PART 1… yep, we have a whole part 2 coming!
This peaked our interest and made us ask the question;
When does a collaboration add value, and when does it dilute brand credibility?
Is there such a thing as overdoing partnerships and can it be a risky move? It’s so important to understand consumer behaviour and also what each partnership or collaborations success looks like for all involved.
When hype overwhelms the consumer
From Trisha Paytas to TikTok, we’ve seen a lot of interest and hype around this movie. So, having well-planned collaborations and strategic partnerships can help generate more excitement, reach new audiences and strengthen brand identity. However, too many "Wicked"-themed products or poorly aligned collaborations can have the opposite effect.
Recent studies show that 66% of consumers feel inundated by marketing messages, and overexposure can lead to what’s known as consumer fatigue—a diminishing response to repeated brand exposure. Rushing to capture cultural moments, can risk losing relevance by overcrowding the market, leading consumers to tune out or worse, become annoyed - trust us, no-one wants that.
Let’s be clear here, this phenomenon isn't unique to "Wicked."
The Barbie movie which was released in 2023 saw over 100 collaborations across industries. While some partnerships resonated, like those with fashion and beauty brands, others faced backlash for being off-brand or out of touch with consumer interests.
This is a reminder, that brand alignment and your consumers values need to be understood and match. If not, collaborations may appear superficial, a desperate attempt to jump on the band wagon can also reduce impact.
The discount/ sales shelves
One sign of failed partnerships is when merchandise ends up on discount and sale shelves—a clear signal that consumer interest didn't match corporate and retailers expectations 😬. According to the National Retail Federation, post-seasonal clearance sales have risen by nearly 15% year over year, driven partly by overproduced, themed merchandise. Saturation not only dilutes the appeal of the collaboration but also risks damaging the prestige of both brands involved. If every corner store carries "Wicked"-branded items, the exclusivity and specialness diminish and consumer enthusiasm could wane.
Why consumer insights matter
To ensure partnerships and collaborations resonates, brands need to understand their audiences really well. These partnerships and collabs should complement and no hinder or leave a bad taste in the mouth. It’s important to meet real consumer needs, and ideally, feel exclusive. The rise of data-driven marketing has provided brands with great access to this information as well as preferences and buying habits. We love data driven marketing - we understand how using data strategically can make a difference between a hit and a miss.
For instance, partnering on limited-edition, high-demand items—like themed garms (aka apparel), beauty and lifestyle bits, or even collectibles—it’s more likely to appeal to fans than over saturating with low-value merchandise.
Building partnerships that stand out
We’ve seen several brand collaborations launch across the US and the UK that we feel are pretty on brand and relevant;
Casetify:
Released phone accessory collection with designs inspired by Wicked’s characters, Elphaba and Glinda, using the green-and-pink palette. This collection includes options for iPhones, Samsung, and Google devices, as well as accessories for AirPods and laptops
Cambridge Satchel Company:
Introduced a line featuring Shiz University-themed satchels and accessories, including the "Binocular Bag," which appears in Glinda’s wardrobe in the film. This UK collection also features bag charms, mini purses, and leather-bound notebooks
Target Retailer
Target is one of the primary partners, launching a dedicated campaign that includes exclusive products such as;
Elphaba singing dolls from Mattel
Limited-edition Stanley quenchers and Wicked-inspired nail lacquers from OPI.
They also partnered with Ulta Beauty to feature a Wicked-themed makeup line by R.E.M. Beauty, created by Ariana Grande, who plays Glinda in the film.
This collaboration included immersive in-store experiences, such as transforming select Target locations into “Oz” with themed installations, photo ops and giveaways…. which we’re here for. Immersive brand activations and taking it from online to offline is a great way to gain better consumer engagement and loyalty.
Beyond Target, Universal Pictures has collaborated with around 19 other brands, including Walmart, Amazon, Kohl’s and H&M, each featuring themed merchandise that ranges from apparel to home decor. The campaign capitalises on Wicked's vibrant color palette and iconic imagery, allowing fans to connect with the film through exclusive, collectible items
If you want to get involved in a brand collaboration or partnerships, we have some tips to help you succeed;
Focus on relevance:
Choose partnerships that genuinely align with your brand values and consumer interests. A study by Deloitte shows that 57% of consumers are more loyal to brands that align with their personal values than ones that jump on trends for clout! Yep, we see you!
Offer unique value:
We think you should focus on what your collaboration brings to your consumer experience. Rather than just a generic product launch, think about exclusive or unique experiences, limited runs and high-quality items generate demand. You could even think about Web3 and MetaVerse worlds that bring in future consumer, tech and experiences that translate across IRL and online.
Limit frequency and volume:
Too many partnerships and collabs can weaken your identity. Instead of constant collaborations, be very strategic with a few well-chosen and thought out ones that will have more impact.
Gather consumer feedback:
This should be something you do regularly to understand and monitor consumer sentiment before and after partnerships. This helps ensure that future collaborations stay relevant and impactful and you’ll know what type of ROI you’re looking for.
Strategic restraint leads to stronger brand loyalty
While limited-edition items can build brand loyalty, they can also risk consumer fatigue when overdone. The collectible market, especially for licensed products, is seeing an over saturation that may lead to declining demand if consumers feel bombarded. Data from recent years also highlights this trend: there’s been an increase in collectible production across brands, yet inconsistent resale value and consumer interest indicate some items fail to capture sustained enthusiasm. You should approach collaborations with caution, strategically pacing releases to avoid oversupply and ensure long-term brand engagement instead of short-lived hype.
Please don’t do excessive partnerships!
Yes, it may create a temporary buzz but it can also backfire, leading to brand dilution and consumer disinterest. The goal isn’t just to capitalise on trending topics, trends or themes , but to do so in a way that respects and resonates with your ideal consumers.
By taking a thoughtful, data-driven approach, you’ll cultivate stronger loyalty, create memorable experiences, and ultimately, avoid the discount rack fate.
