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Wicked: For Good’ Toys Take Over Holiday Shelves as LEGO and Mattel Lead Rollout

Retailers are rolling out licensed lines ahead of next month’s film, positioning a broad mix of playsets, dolls and collectibles for holiday gifting.

Overview

  • Store displays feature wide ‘Wicked: For Good’ assortments for Holiday 2025, with collaborations spanning LEGO, Squishmallows, Care Bears and more.
  • LEGO’s lineup includes a 1,500-plus-piece Emerald City Wall Art build and new scene sets such as Emerald City & Kiamo Ko Castle, which adds the first-ever LEGO flying monkey figure.
  • Mattel has launched a collectible doll range for Glinda, Elphaba and the Wizard, alongside an Emerald City playset and a Students of Shiz small-doll multipack.
  • Funko Pop figures tied to the sequel are up for preorder, including Glinda in a blue gown and a Dorothy Gale release.
  • Beyond toys, fresh brand tie-ins now on sale include r.e.m. beauty cosmetics, Bombas socks, Insight Editions advent calendars, Voluspa candles, Compartés chocolates, Farmacy skincare, Le Creuset cookware and Essie nail polish.