‘Wicked’ Universal Expansion Inevitable, Expectations Set

More than six months after Wicked hit theaters, the buzz hasn’t quieted—it’s only evolved. Temporary themed experiences across Universal’s parks gave fans a brief glimpse into Oz, but now the conversation has shifted. With Wicked: For Good on the horizon, many are asking whether the franchise will get a permanent home inside the parks.

Universal hasn’t confirmed anything. That hasn’t stopped the theories.

Pop-Ups Now, Permanent Later?

Ahead of the first film’s release, Universal rolled out Wicked activations in Orlando, Hollywood, and Japan. They included pop-up meet-and-greets, limited-time snacks, photo ops, and themed merchandise. Officially, these were seasonal promos. Unofficially, they looked like a proof of concept.

Fans responded immediately. Lines formed. Hashtags trended. The immersive nature of Oz—its bold visuals, fantasy settings, and musical spectacle—felt like a natural fit for a full-blown attraction.

Rumors, Rides, and Room to Grow

Among the most circulated rumors is that Wicked could take over the former Fear Factor Live space at Universal Studios Florida. The venue’s size and layout make it ideal for a live Emerald City musical spectacular, featuring illusion effects and aerial choreography.

Others point to Universal Studios Hollywood, where a soundstage dark ride could follow Elphaba’s transformation—starting in the halls of Shiz and ending with a flight into infamy. An effects-heavy ride combining narrative, projection, and physical sets isn’t far-fetched given the source material.

There’s also the dream scenario: a dedicated mini-land. Fans have floated concepts like a walkable Yellow Brick Road, a family coaster themed around Elphaba’s broomstick flight, and a 4D musical show that delivers the franchise’s biggest numbers in theme park form. Dining and retail could be built around Glinda’s signature aesthetic—sparkles, domes, and all.

Epic Universe, now open, doesn’t currently include Wicked. And with its expansion space limited, Orlando insiders are more focused on available land within Universal Studios Florida or Islands of Adventure.

If Wicked: For Good lands with the same success as its predecessor, Universal may have to move quickly. The IP is already theirs. The audience is global. And the brand fits squarely within the family-friendly, fantasy-forward model the parks increasingly favor.

So far, there’s no concept art. No permits. No announcement. But in a post-Wicked world, silence might just mean the spell is still being cast.

Universal has all the pieces. What comes next is simply a matter of choosing where to build the Emerald City.

Do you think Universal should build a Wicked ride?