Before Wicked hit theaters last year, Oz felt inescapable. Trailer after trailer, clips and TV spots, brand deals—and yes, the press tour that felt like it went on forever, with Cynthia Erivo and Ariana Grande giving social media new meme fodder every other week for months on end (who is still left to hold space for the lyrics of “Defying Gravity”?). But with its continuation, Wicked: For Good, about to hit theaters, things have felt decidedly different: fewer meme-y interviews , and way, way more brand collabs.

For Good has managed to make viral moments of its own either way—for better or worse, as was the case in Singapore this week when a fan caused commotion rushing at stars Ariana Grande and Cynthia Erivo, prompting a security scare —but the rollout for the second mo

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