-culture moment.  Welcoming Wicked-inspired brand collaborations  “The commercialisation of the Barbie movie was a lesson in how successful retail extensions [of a production] can be,” Melissa Minkow, director of retail strategy at CI&T, told Inside Retail. “Retailers are figuring out which of these pop culture movements are sensible to build a strategy around. As these opportunities continue to turn up, smart brands will be selective when choosing, and they’ll create product offerings and digital services that align with the activations and their existing brand identity or the intended future of their brand identity.” The CI&T executive also pointed out that especially clever retailers are developing content strategies that leverage deals with the cast members of these products to market to customers.  One example of this is Rem Beauty’s Wicked collection. Rem Beauty was founded and is run by Ariana Grande, who plays Glinda in the film. Not only are the products stylised in a way that makes it easy for fans to tap into the aesthetic of the production, but consumers will get an extra thrill knowing that the very products they are wearing were “produced” by one of the film’s leading ladies.  Minkow noted that even brands that are not releasing new merchandise specifically tied to the film can tap into the Wicked effect by creating online edits that fit the storyline. Similar to how many companies curated brat and demure-inspired shopping pages with black-and-green and pink-and-beige products.  Wicked set to be “pop-u-lar” this retail season From consumer product goods brands like One/Size Beauty to big-box retailers like Target, which is releasing store-exclusive merchandise along with a wide curation of themed products, it appears that few retail players will be leaving the Wicked stone unturned.  As Bethany Paris Ramsay, the founder of beauty marketing and communications firm Honey B, pointed out, “It’s a chance for brands to show off their personalities and be a bit more playful with their audience. When you pair that with FOMO, being limited-edition, and the added collectability factor, you’ve got a match made in consumer heaven. It’s a win for both sides.” One brand that has been tapping into the power of pop culture lately is Béis.  On July 9, Béis dropped a wide assortment of hot pink luggage and travel accessories in celebration of the Barbie movie, which sold out almost immediately upon release.  Following up on the success of this drop, Béis is launching a limited-edition Wicked collection inspired by the colour palettes of film’s main characters, Glinda and Elphaba.  The collection includes tote bags, toiletry kits, travel backpacks, and the brand’s trademark suitcase designs in iridescent pink and green, with classic black options available, at prices ranging from $68 to $378. In anticipation of the expected mad dash to snag a piece from the Wicked drop, Béis encouraged customers to sign up to the waitlist for the collection which dropped on October 9.  Regarding the lifestyle brand’s upcoming release Liz Money, Béis’ senior vice president of brand and creative, commented, “At Béis, we’re committed to creating partnerships and products that not only resonate with our audience but also tap into key cultural moments that keep our brand fresh and relevant. For our Wicked collaboration, we went all out, crafting an immersive campaign and introducing four brand-new bag silhouettes…We hope this collection brings a sense of joy, whether you’re headed off on your daily commuting or heading off to Oz.” If the success of the Barbie movie is anything to go by, the shelf life for Wicked collaborations may be longer than the average Internet meme.  Even though the film premiered in July 2023, several brands, like Patrick Ta Beauty, are still releasing Barbie-themed collaborations to satisfy consumers’ craving to indulge in the excitement drawn out by this iconic doll and the film it inspired.  Wicked presents a unique opportunity because the film will be released in two installments in November 2024 and 2025, allowing ample time for retailers to create the products consumers are looking for.