Brands defying gravity with trendjacks as 'Wicked: For Good' premieres

Wicked mania officially landed in Singapore yesterday, and the island didn’t waste a second rolling out its most dramatic makeover yet. The Asia premiere of Wicked: For Good saw Cynthia Erivo, Ariana Grande, Michelle Yeoh, Jeff Goldblum and director Jon M Chu strut down a full-fledged Yellow Brick Road at Weave and Universal Studios Singapore, both transformed into a gleaming, larger-than-life Land of Oz.

Resorts World Sentosa and Sentosa Development Corporation also dialled things up, turning the island into a festive Oz-scape with glowing gardens, towering hats, bubble-lit photo spots and night-time shows straight out of Emerald City.

Once a cultural moment hits this hard, brands do what brands do best: hop on their broomsticks and ride the wave. Here are the ones that trendjacked Wicked with more flair than a flying monkey.

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1. Absolut Vodka

Absolut wasted zero time working its magic, dropping a limited-edition Wicked: For Good x Absolut sequin sleeve that flips from Glinda pink to Elphaba green with a swipe. The brand paired the release with a slick, spellcraft-esque video showing the sleeve “transform” in real time, a colour-changing gimmick that feels right at home in Oz. It’s available for a limited run, and judging by the comments, fans are already treating it as if it might sprout wings and fly off the shelves.

2. Build-A-Bear

Build-A-Bear leaned straight into the fandom with a Wicked: For Good collection that pairs a bubblegum-pink Glinda bear with a perfectly emerald Elphaba counterpart. The drop landed both in-store and online, complete with the brand teasing that it’s “time to fly”, a fitting cue when your bears are dressed for spellcasting. Cute, collectible, and just chaotic enough to charm both theatre kids and anyone who just really likes a well-dressed plush.

3. Care Bears

Not to be outdone in the bear department, Care Bears rolled out its own pink-and-green duo in a Wicked: For Good two-pack, and promptly turned it into a full-blown giveaway moment. Fans were invited to snag the pair for a theatre date at the premiere, complete with all the classic entry steps: likes, follows, tags and a bonus-story share for the overachievers. It’s pure Care Bears energy, wholesome, a little chaotic, and perfectly timed to ride the Wicked wave.

4. Dunkin' Donuts Singapore

Dunkin’ Singapore jumped straight into the spellbook with two new drinks: the "Wicked green matcha" and the "Wicked pink refresher". The brand dialled up the musical references in its caption, teasing fans with lines such as Dancing Through Life and Isn’t that Wonderful?, subtle as a flying house. The duo drops just in time for the film’s release, letting fans literally drink the pink-and-green agenda. Perfect for anyone who wants their beverages with a side of Broadway drama.

5. Extra Gum 

Extra Gum went all-in on the pink-and-green palette with limited-edition Wicked: For Good packs featuring Glinda on classic bubble and Elphaba on spearmint, a flavour pairing as unlikely (and iconic) as the witches themselves. The brand pushed the hype with a movie-night giveaway, bundling the gum with matching pink-and-green sweatsuits, blankets, water bottles and even a theatre gift card. Fans just had to tag their chosen movie buddy and drop the hashtag. It’s sweet, on-brand, and very “friends defy gravity together”.

6. HEYTEA Singapore

HEYTEA jumped on the Wicked wave with Wicked matcha, a two-tone drink inspired by Glinda and Elphaba. The brand went full fantasy with a pink cheese cloud naturally tinted with dragon fruit and lifted with pomelo, stacked over a deep green base of ultra-fine 1000-mesh matcha. They even crowned it with “Wicked dust”, because why stop at theatrical when you can go full sorcery? The drink dropped with a one-day BOGO promo, a neat little spell to pull fans through the door.

7. LEGO

LEGO got playful with Wicked: For Good, turning behind-the-scenes moments into tiny, brick-built spectacles. From brooms to bubbles, the short video recreated the magic of the film in miniature, proving that even in Lego-land, Glinda and Elphaba still steal the spotlight. It’s a cheeky, collectible twist on the premiere hype that fans could watch again and again.

8. Stanely 1913

Stanley 1913 put a Wicked twist on its signature tumblers with a trio of limited-edition colours: pink, green, and a magical purple. Practical meets spellbinding, these tumblers let fans carry a little Emerald City with them everywhere, whether it’s coffee, tea, or a potion of your choosing. Functional, collectible, and undeniably Instagrammable, it’s everyday hydration with a dash of Broadway flair.

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