STEVEN SINGER JEWELERS + WICKED FOR GOOD: COLLECTIBLE JEWELLERY DROP

How Steven Singer extended Wicked into a second fan favourite release

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After the success of their Care Bears rose and the first Wicked rose collection, Steven Singer Jewelers was eager to build on their growing portfolio of licensed rose designs. As excitement grew around the upcoming Wicked 2 film, the team saw the perfect opportunity to revisit the world of Oz and create a collection that celebrates friendship, courage, and the enduring magic of the story.
Steven Singer turned once again to Born to License to guide the process — from concept to contract — ensuring that every petal, color, and package detail stayed true to the heart of Wicked while aligning with the film’s milestone release.
Having already established a successful collaboration on the first Wicked rose collection, Born to License worked with Steven Singer Jewelers to extend the partnership with Universal for a second drop — Wicked: For Good Roses.
We developed and presented a licensing pitch that highlighted the success of the original Wicked line, fan excitement around the upcoming sequel, and how this new collection could tie into the film’s visual identity and narrative themes.
Once approved, we guided contract negotiations and secured rights for Steven Singer Jewelers to design, produce, and market this new collection in time for the film’s release.
With the license secured, our focus turned to design and creative approvals. Working closely with Universal’s brand team, we helped Steven Singer interpret Wicked 2’s refreshed style guide — blending its signature emerald green and Glinda-inspired pink hues into new rose designs.
Born to License managed every stage of the approvals process — from packaging concepts to the particular colors of the roses — ensuring consistency with Universal’s brand standards while maintaining Steven Singer’s reputation for premium craftsmanship.
The Elphaba and Glinda-inspired roses launched on the Licensee’s website and social channels for a price of US$99.95. We aligned with the Licensor and Licensee marketing and social teams to ensure the launch was maximized across all channels. We also organized a press release that was circulated amongst the licensing press, which was covered by a variety of industry publications.
We continue to manage reporting obligations such as quarterly royalties reports.
We pride ourselves on providing the best level of service possible, and that means supporting the Licensee with anything that comes up throughout the licensing process.