The London company of Wicked is marking this weekend's Wicked Day by teaming up with youth charity Ditch the Label, and has released a fresh set of production photographs from the Apollo Victoria Theatre.
Over the three days from 30 October to 1 November 2026, Wicked will donate to Ditch the Label from selected bar, merchandise and ticket sales at the Apollo Victoria Theatre. The arrangement is this year's Wicked Day For Good partnership, and the charity it benefits supports young people with bullying, mental health, relationships and identity.
Wicked Day itself is the yearly celebration of the musical's Broadway opening on 30 October 2003, kept by productions of the show around the world. This time the West End company is sending its good wishes to a Broadway original turning 23, which has now passed 8,500 performances at the Gershwin Theatre and ranks as the fourth longest-running production in Broadway history.
The two organisations have worked together before: members of Ditch the Label's youth advisory boards took part in the London production's 20th anniversary performance on 25 September. The charity combines research and education with direct help, running free one-to-one mentoring and counselling so that young people can find their way through the digital world safely and with confidence, and it asks young people themselves to pick out the problems and shape the answers. More about its work is at ditchthelabel.org.
Lucy Churchill, Head of Partnerships at Ditch the Label, said: "Wicked is a story about growth, finding your voice and becoming who you are meant to be. Young people growing up online today are doing the same thing, often under a lot of pressure. That shared belief in what young people can achieve with the right support is at the heart of this partnership."
Charlotte McNally, 16, a member of the charity's Youth Advisory Board, added: "I feel so lucky to have been part of this partnership, and as a lifelong theatre fan it's so meaningful to see the values of inclusion and acceptance, shared by both Ditch the Label and the talented team behind Wicked, being celebrated and represented in such a big way through this collaboration."
The weekend also brings new production photographs by Mark Senior of the current London company. Emma Kingston plays Elphaba and Zizi Strallen plays Glinda, alongside Jordan Litz as Fiyero, Claire Machin as Madame Morrible, Michael Matus as The Wizard, Ross Carpenter as Boq, Yara Fabricante as Nessarose and David McKechnie as Doctor Dillamond, with Laura Emmitt as the alternate Elphaba and Lydia Gerrard as standby for Glinda.
The London production opened at the Apollo Victoria on 27 September 2006, after previews from 7 September, and in its 20th year has given more than 7,700 performances, enough to make it the ninth longest-running West End production in British history. Stephen Schwartz wrote the music and lyrics and Winnie Holzman the book, working from Gregory Maguire's novel Wicked: The Life and Times of the Wicked Witch of the West; Joe Mantello directs, and the musical staging is by Wayne Cilento.
Wicked is booking at the Apollo Victoria Theatre until Sunday 30 May 2027, with tickets from £25. From January 2027 it moves to a Monday to Saturday schedule, with evening performances at 7.30pm and matinees on Wednesdays and Saturdays at 2.30pm.
