Fandom is Universal

Through a blend of global hits and legendary archives, Universal Products & Experiences (UP&E) is developing impactful licensing programs for its ever-growing fan base. Rafa Macias, global commercial officer, consumer products, games and digital, Universal Products & Experiences, speaks about the next phase of fan-driven licensing growth.

“Wicked: For Good,” the second installment in the two-part “Wicked” cinematic event, achieved a massive global opening of $223 million, according to NBCUniversal, becoming the biggest Broadway musical adaptation opening of all time, with box office revenues of $147 million domestically in addition to $76 million internationally. Following the success of the 2024 film, “Wicked” ($759 million worldwide total, according to Box Office Mojo), “Wicked: For Good” broke records as Universal’s third-highest opening weekend ever. Universal plans to build on the franchise’s success.

“‘Wicked’ has always inspired passionate fans,” says Macias. “With back‑to‑back film releases, we ignited the brand – expanding it into a global franchise ecosystem. We’re building on that energy with major tentpole moments and premium consumer products that super‑serve its devoted fan community. On stage, where ‘Wicked’ first took flight, the energy continues. After the strongest year in more than two decades, we’re partnering with Broadway and the West End as they celebrate milestone anniversaries, while expanding performances into new markets to keep fans connected year-round.”