Toca Boca Partners with Universal to Launch ‘Be You, For Good’ In-Game Experience Ahead of Wicked: For Good Premiere
The tween-favourite digital game launches a global “Be You, For Good” experience inspired by Wicked: For Good, featuring new outfits, gifts, and music beginning November 25.
TORONTO — Spin Master’s Stockholm-based digital games studio, Toca Boca®, is launching a new global in-game collaboration inspired by Wicked: For Good, the upcoming Universal Pictures release arriving in theatres November 21. The limited-time “Be You, For Good” experience will go live in Toca Boca World on November 25, offering new ways for players to explore identity, friendship, and self-expression within the popular digital game.
The activation brings elements of Oz into Toca Boca World — a title played by nearly 60 million users each month — and introduces themed customizations, gifts, and music tied to the film.
New In-Game Content Rolls Out Across November and December
Players will access three major activations as part of the Toca Boca x Wicked: For Good collaboration:
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Style Pack (Nov. 25):
Mix-and-match outfits, hairstyles, accessories and facial details inspired by iconic characters including Elphaba, Glinda, Fiyero, The Wizard, Madame Morrible and Boq. The pack features 12 outfits, nine hairstyles, five facial details and five head accessories. -
Gift Event (Nov. 28 – Dec. 5):
Four free Wicked-themed items will be available in-game: a poster, Glinda’s hat box and wand, a levitating flower in a dome, Elphaba’s broom, and The Wizard’s cane and green toy train. The event also includes Wicked-branded gift wrap. -
Music Player (Dec. 9):
A customized Wicked music player featuring two tracks from Wicked: For Good and two song covers. Available free in the Home Designer Inventory, the player includes unique cover art for each track.
Mathilda Engman, Head of Creative & Brand at Toca Boca, said the collaboration draws from themes at the heart of both the film and the game, including courage, friendship and authentic self-expression—areas that resonate strongly with the platform’s tween user base.
“With music at its core, this collaboration invites our players to explore courage, self-expression and friendship in a way that feels magical and uniquely their own,” said Mathilda Engman, Head of Creative & Brand at Toca Boca.
Tie-In to Universal’s Global Release
Wicked: For Good marks the epic conclusion to last year’s blockbuster adaptation of the Broadway musical. The film continues the story of Elphaba (Cynthia Erivo) and Glinda (Ariana Grande), who must confront the consequences of their choices and reunite when a new arrival from Kansas reshapes the land of Oz.
About the Companies Behind the Collaboration
Toca Boca, acquired by Spin Master Corp., is one of the world’s leading digital play studios, with over 1 billion game downloads and more than 60 million monthly active players. Its flagship title, Toca Boca World, emphasizes creativity, open-ended exploration and safe digital play.
Spin Master, headquartered in Toronto, is known globally for brands including PAW Patrol®, Melissa & Doug®, Rubik’s® Cube and Bakugan®, as well as for producing children’s entertainment and digital games.
Universal Products & Experiences, the division managing Universal’s global consumer products and experiential portfolio, led the Wicked collaboration as part of broader initiatives tied to the film’s theatrical debut.
The collaboration goes live worldwide in Toca Boca World on November 25, following the theatrical release of Wicked: For Good on November 21.
