With the “Wicked” pink-and-green onslaught just over the rainbow, Target is readying an Elphaba-drenched TV and social campaign, an exclusive arrangement with Universal Pictures.
While the film, slated for release on Nov. 22, has 19 retail partners, Target says it will be the only one to use Cynthia Erivo, who stars as Elphaba in the highly hyped film.
The campaign breaks later this month and will feature the star in a “Defying Gravity” riff alongside Target shoppers. Target is also readying an Oz-themed shop-within-a shop approach for more than 150 themed products, most exclusive. They include Mattel's Elphaba Singing Doll, limited-edition Stanley Quenchers and OPI Nail Lacquer’s “Wicked” Collection.
Makeup from “Wicked” star Ariana Grande’s R.E.M. Beauty line will also be available in Ulta Beauty locations within Target.
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Target intends to take the “Wicked” experience to new heights in mid-November, transforming a Jersey City, New Jersey store into the Land of Oz, packed with installations, embroidery stations, photo ops and giveaways. The following week, four Target stores in Chicago, Los Angeles, Minneapolis and Seattle will also introduce “Wicked”-themed experiences, with giveaways and treat stations.
Target is far from alone in the “Wicked” landscape.” Universal has partnered with dozens of brands, including additional retail partners Walmart, Amazon, Kohl’s, H&M, J.C. Penney, and Bloomingdales. Lush, LEGO, Crocs, Swarovski, Bombas, Vera Bradley, Build-A-Bear and Hasbro are also on board.
The studio is already busy lining up brand partnerships for “Wicked Part Two,” which is scheduled for release next year.
Universal has plenty riding on the success of the film. With a budget of $145 million, it is said to be the most expensive musical ever filmed. The studio has moved the release date up several times, with it now scheduled to land in theaters five days ahead of “Moana 2,” Disney Animation’s entry into the high-stakes holiday release cycle. That means “Wicked” will hit theaters at the same time as Paramount’s “Gladiator II.”
Both studios hopes that the face-off, with one film aimed at female audiences and the other at male, will create an equivalent of last year’s “Barbenheimer” moment, with fans flocking to see both films on a single weekend.