It's no secret that the film adaptation of Wicked is poised to make its mark on the world this November and brands are getting into the spirit. Audiences at any of its productions since 2003 could find anything from magnets to Shiz University t-shirts at the theater, but it will be delightfully easy to find merchandise before and after the movie's release. One retailer has come to the forefront for tie-ins.
"There's no place like Target."
According to an October 3 press release, the store will have "the largest assortment of retail-exclusive products... include an exclusive clothing line for adults and kids created by the film's award-winning costume designer, Paul Tazewell." There are over 150 products coming out and Target corporate representatives have said that "nearly 70% of the items will only be available at Target."
Available now are clothing and costumes to enjoy during the traditional witching season. The retailer already has Wicked Halloween costumes for fans of both witches. You can find dress up sets or kids' costumes for Glinda in two styles, while Elphaba's Black Defying Gravity Dress Up Set comes from the scene that is likely to be the climax of the first movie. Adult Deluxe costumes are more casual, with a shortened version of Glinda's bubble dress and a tiara and a black short cape over a purple dress for Elphaba topped with her iconic hat. These elaborate items will have counterparts for more everyday use, suc as "role play wands crowns and capes, totes, journals, and more."
LEGO sets are also available for memorable locations from Wicked such as the Emerald City. and the witches' dormitory. Continuing in this playful vein are dolls from Mattel that sing and fashion dolls for Elphaba's sister Nessarose and playboy Fiyero. A four-pack from Fisher-Price Little People features Glinda, Madame Morrible and the Wizard on the ground while Elphaba embraces the assertion that "everyone deserves the chance to fly."
Going a little further afield of film reproduction costumes and toys are tie-ins such as the Stanley Quencher Tumblers coming on October 13 and OPI nail polishes and r.e.m. beauty items inspired by the film.'
For those of us unable to stop singing along to the musical, there will be Target-only versions of the soundtrack on vinyl and a Wicked Bluetooth Karaoke Machine.
"Come with me to the Emerald City."
One of the most exciting features of this launch is the promise of an enchanted shopping experience. Target says that it "will immerse consumers even more int he magical world of 'Wicked as they shop the collection in stores and online." November 3 will see the launch of "Oz-themed shop-in-shops...featuring a dedicated and enchanting space to explore the assortment, inspired by the movie's scenes and characters."
On November 15, Jersey City will be the epicenter of excitement.
"The retailer will transform its Jersey City, New Jersey store into the Land of Oz with installations, embroidery stations,, photo opportunities, giveaways and specialty baskets - all accompanied by a shopping guide handout in the Emerald City's art deco style that guests can pick up when they walk into stores."Target press release
On November 23 and 24, there will be experiences at Target stories in Chicago, Los Angeles, Minneapolis, and Seattle. These "elevated themed experiences" will feature such things as "treat stations and giveaways."
October 20 will also see a marketing launch featuring Cynthia Erivo, the actress behind Elphaba, as she and guests are featured "singing her famous 'Defying Gravity' riff alongside other surprise-and-delight moments that show Target as the ultimate joyful escape to Oz."
We don't have to wait until November 22 to get into the spirit and look forward to more Wicked announcements to come.