In this final installment of the themed series on toys, Henry Jenkins and Lauren Sowa discuss how the many Wicked branded toys and dolls fit into the larger culture of dolls and collecting that has a long history with The Wizard of Oz transmedia property. From book, to stage, to screen, and back to book, and stage, and screen again, The Wizard of Oz has over a hundred years of cultural influence – with branded merchandising following its every step down the yellow brick road. 

This themed series on toys asked contributors to think about a toy/toys/toy company and explore how various cultures, groups, audiences, or companies find and make meaning (or money) through such play.