Born to License Supports WOLFpak in Launching Their Wicked Collection
WOLFpak x Wicked: A Spellbinding New Licensed Collection
WOLFpak, the performance-driven lifestyle and gear brand, has officially launched an exciting new Wicked collection — bringing the magic and iconography of the beloved fantasy musical to life across everyday essentials and stylish accessories.
This collaboration marks a key moment for WOLFpak as the brand continues to expand its licensed offerings with cultural-rich IP partners. Wicked, under Universal Products & Experiences, has a fervent global fanbase and an expansive licensing program engaging lifestyle, fashion and accessories categories — making it an ideal IP fit for WOLFpak’s adventurous spirit and bold aesthetic.
The Collection
The Wicked collection blends WOLFpak’s performance-ready design ethos with the rich imagery and themes from the musical’s world. Customers can explore backpacks, bags, patches and themed accessories that translate Wicked’s unmistakable aesthetic into functional, everyday gear — appealing to fans who want to carry a bit of Oz with them wherever life takes them.
Born to License’s Role in Bringing the Collaboration to Life
Born to License supported WOLFpak through the full licensing process — advising on IP opportunity identification, helping position the brand for approval with the Wicked licensor, and navigating contract terms to secure mutually beneficial rights. Our team worked closely with both the WOLFpak and Universal teams to facilitate product approvals and ensure the collection remained true to the vibrant story and visual DNA of the Wicked universe.
A Growing Licensing Footprint
This launch underscores WOLFpak’s continued momentum in licensing — weaving beloved entertainment franchises into innovative product drops that resonate with both existing customers and new fandom audiences. With Wicked joining a lineup of high-profile collaborations, WOLFpak is building a robust licensing portfolio that elevates its brand relevance globally.
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