Greggs transforms Leicester Square bakery into Emerald City for new Wicked: For Good collab
Greggs is bringing a touch of Oz to London this November with a Wicked-themed shop takeover in Leicester Square. The UK’s favourite bakery chain has teamed up with Universal Pictures to celebrate the release of Wicked: For Good – with themed décor, giveaways, and even a Yellow Bake Road.
The nation’s go-to bakery is swapping sausage rolls for spells this winter as Greggs teams up with Universal Pictures to mark the release of Wicked: For Good - the highly anticipated final chapter of the global musical phenomenon, landing in UK cinemas on 21 November.
To celebrate, Greggs is launching immersive shop experiences and exclusive Wicked-themed products designed to transport customers straight to the Emerald City.
Leicester Square gets a Wicked makeover
From Friday 7 November, Greggs’ Leicester Square shop will undergo a full Oz-inspired transformation — complete with the brand’s own Yellow Bake Road. The vibrant pink-and-green décor nods to Glinda and Elphaba, giving the flagship bakery a magical twist that’ll last until 17 December.
The takeover will also run at the Manchester Trafford Centre, allowing Northern fans to join in the fun.
Free festive bakes on Friday
To mark the occasion, Greggs is hosting a launch event at Leicester Square on Friday, 7 November (9:30 am–5pm), where the first 100 customers will receive a VIP lanyard granting them a free Festive Bake. The first 25 superfans will also receive a limited-edition Elphaba or Glinda travel cup — plus a complimentary hot drink.
Every hour throughout the day, Greggs will be giving away even more free Festive Bakes, while fans dressed in their best Oz-inspired looks can pose on a paparazzi board and win Greggs gift cards or official Wicked: For Good merchandise.
Follow the Yellow Bake Road...
Those who can’t make it to London or Manchester can still enjoy a taste of Oz with Greggs’ limited-edition Wicked Baked For Good boxes, available for delivery exclusively via JustEat from Monday, 10 November at 11am.
Priced from £12, each box features six Greggs favourites fit for the Emerald City – including the Festive Bake, Vegan Festive Lattice, Steak Bake, Chicken Bake, Cheese & Onion Bake, and the iconic Sausage, Bean & Cheese Melt.
Just 650 boxes will be available for delivery in London, Glasgow, Newcastle, Cardiff, Nottingham, Liverpool, Birmingham, Manchester, Leeds and Edinburgh.
Limited-edition Wicked travel cups
Greggs is also rolling out Wicked-themed reusable travel cups, available in over 1,500 shops nationwide for £8 each. Fans can choose between a bold Elphaba design or a glittering Glinda edition — perfect for your morning coffee run or a trip down the Yellow Bake Road.
‘Swapping the North Pole for the Emerald City’
Roisin Currie, CEO at Greggs, said: “This Christmas, we’re swapping the North Pole for the Emerald City. We’re absolutely thrilled to be partnering with Universal Pictures to bring the enchanting world of Wicked: For Good to our customers. We’ve painted the town pink and green and rolled out our very own Yellow Bake Road, inviting everyone to celebrate one of the year’s most anticipated films and enjoy a wickedly good start to their Christmas celebrations.”
Wicked: For Good arrives in UK cinemas on Friday, 21 November 2025.