Before "Wicked" hit theaters, its signature green and pink scheme was popping up everywhere — from Starbucks drinks to Target aisles. This wasn't by chance. In today's world, where attention is divided among social media feeds and personalized streaming, big marketing budgets alone can’t create waves. Partnerships are key. "Barbie" teamed up with 165 brands last year, but "Wicked" went even bigger, joining forces with over 400 brands. The goal? To be everywhere, almost to the point of being annoying, as Universal Pictures’ marketing chief put it.

We're living in an era where the culture industry thrives on collaborations. Brands partner up in all sorts of ways. For instance, fashion giants like Louis Vuitton work with artists like Takashi Murakami. About a third of Billboard's top songs now feature guest artists, compared to less than 10 percent a decade ago. These collaborations give the illusion of originality without much innovation.

For a while, this strategy worked wonders. New combinations grabbed media attention and lured consumers. But as these commercial alliances grew, their impact waned. People got tired. "Wicked" had twice as many partnerships as "Barbie, " yet made half as much in its opening weekend globally.

The Green and Pink Invasion: How 'Wicked' Took Over

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