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The first of Universal Pictures’ two-film adaptation of Tony Award-winning musical Wicked opens in theaters Nov. 22, but fans of Elphaba and Glinda don’t have to wait until then for swag from the movie thanks to a partnership between Universal Products & Experiences and Target.
The retail giant will kick off a national marketing campaign Sunday (Oct. 20) backing its partnership with Wicked and a plethora of products inspired by the film.
Target is the only retail partner of Universal Products & Experiences to feature Cynthia Erivo, who plays Elphaba, in its broadcast advertising and commercials.
“In these new spots with Cynthia Erivo for Target’s partnership with Wicked, our stores become our own version of a stage for Cynthia to share the iconic Elphaba riff with the world,” Target executive vice president and chief marketing officer Lisa Roath said in a statement.
The spots depict Erivo as an everyday Target shopper who experiences hints of magic during her experience and begins singing her character’s iconic tune from the soundtrack, “Defying Gravity,” upon discovering all the Wicked merchandise in the store.
The campaign will run through the end of November, highlighted by high-profile placements on streaming services like Peacock and music spaces including YouTube.
Spots will also be featured in movie theaters, and the campaign will command key real estate on the billboard above the retailer’s Times Square store in New York.
There will be a takeover on streaming platform Spotify, with shoppable ad formats in contextually relevant placements to drive engagement with Target’s Wicked brand page.
And social clips on Facebook, Instagram, Snapchat, and TikTok will feature Erivo shopping, along with a replica of the broom used during the movie shoot.
Target’s brick-and-mortar stores are not immune to the magic, as Oz-themed shops will debut in most locations Nov. 3.
The company’s store in Jersey City, N.J., will be transformed into the Land of Oz Nov. 15, with embroidery stations, giveaways, installations, and photo opportunities, and themed experiences including giveaways and treat stations will come to locations in Chicago, Los Angeles, Minneapolis, and Seattle Nov. 23 and 24.
The retailer’s website will offer a brand experience including green and pink motifs, custom video content, and themed animations such as flickering torches, crawling vines, and flower blooms, along with information on events at local stores, items coming soon, launches, and pre-orders.
Most of the 150-plus products in Target’s Wicked collection debuted Oct. 6, and nearly 70% of those items are exclusive to the retail giant.
Highlights include exclusive accessories and clothing by Wicked costume designer Paul Tazewell, as well as a host of items priced under $5 (capes, crowns, journals, play wands, totes, tumblers).
Elphaba is the new Barbie
Wicked is following in the mass-merchandising footsteps of last summer’s Barbie movie, which left footprints from its pink heels across several retail sectors.
With just over one month to go before Wicked’s release, it is already featured in products such as:
- Accessories: Béis (luggage), Cambridge Satchel (bags), Stanley (tumblers), Swarovski (jewelry), Voluspa (candles)
- Apparel: Aerie (casual women’s clothes), Aldo (women’s shoes), Forever 21 (football jerseys), H&M (T-shirts), Naeem Khan (women’s fashion)
- Cosmetics and beauty products: Beekman 1802 (skincare), r.e.m. Beauty (makeup)
- Costumes: Cossky
- Figurines: Funko, Squishmallows, Tubbz
- Food and drink: Betty Crocker (cookie dough pop kit), Rice Krispies Treats, Starbucks (drinks)
- Toys: Hasbro (Monopoly Wicked Edition), Lego, Mattel (dolls)
Alice Brooks was the director of production.
