Inspired by Wicked: For Good, Universal Products & Experiences launched a new social media content series called “Women Making Magic” in celebration of Women’s History Month.
This impactful campaign features the actual women who power some of the Wicked brand partnerships and their individual stories of how each one has changed for good. These three stories each offer a unique, timely narrative of female empowerment.
The campaign launched March 8, on International Women’s Day, with a thoughtfully crafted video piece featuring all three women. Subsequent weeks feature shorter edits focused on each individual leader, with themes of self-expression, creativity, and possibility—fostering a broader sense that everyone deserves the chance to fly throughout Women’s History Month.
Each of the women featured in the campaign creates boldly, leads with conviction, and believes in being unlimited. The three featured female leaders are Samii Ryan; Mary Gui, founder of Sock Candy; and Julia Kyle, who is the Global Head of Dolls Design for Mattel. Each woman challenged convention to turn an idea into something that inspires: Samii Ryan first dreamed of her brand while living in a shelter as a teenager; Mary Gui took a chance and left her corporate job to pursue her passion and found a business as a proud woman of color; meanwhile, at Mattel, Julia Kyle led her Dolls Design Team to ensure inclusivity and representation were at the heart of every doll they created.
The content for the campaign was created using intimate iPhone interviews; Wicked super fans were also sent custom boxes with a curated array of Wicked products to elicit unique reaction videos.
Melissa Rodriguez, VP Franchise Strategy, Universal Products & Experiences, said:
“Wicked fans are a deeply engaged, values‑driven community—one that champions authenticity, belonging, and the transformative power of women supporting women. International Women’s Day and Women’s History Month offer the perfect moment to spotlight the incredible women behind our Wicked brand partnerships. Their perspectives and leadership reflect the same heart and purpose that has made this franchise a powerful, cultural touchstone.”
