There’s no place like Target
To celebrate the launch of the Wicked theatrical release, we created a must-stop fan shop. With over 150 items, Target had the largest assortment of retailer-exclusive products, plus a clothing line created by the film’s award-winning costume designer, Paul Tazewell.
An iconic Emerald City scene came to life in store, complete with gold arches, jade stone textures, fire torches, fluted marble columns with floral vines, and a Wicked x Target logo.
Guests shopped the exclusive Wicked x Target merch using pink and green baskets, custom-made for the occasion.
The Wizard also paid a visit in this dimensional, life-size photo op - complete with motion-activated sound playing his most memorable lines.
Commercial Set
Target’s national broadcast spot included actress Cynthia Erivo shopping in store, featuring the signage our team created.
Wicked at Target Event
Experiential Concept & Design
This epic event included exclusive experiences and giveaways to lucky guests in five stores across the US.
Event Run of Show
Upon arrival, guests were greeted by bollards dressed in Elphaba’s hat and Glinda’s crown. A brand ambassador then invited them to explore the Oz experience using a Visitor’s Guide. This guide denoted all the special experiences in-store, which included a Glinda’s Bubble photo op, a Treat Shoppe with Gravity-Defying Punch, an Emerald City-themed claw machine, bookmarks with purchase of the Wicked book, nail decals featuring the iconic hat and crown, custom-embroidered blankets, enamel pins to collect at each station, and, of course, pink-and-green tote bags to hold all the goodies collected.
A select group of fans also attended a once-in-a-lifetime opportunity to see costume designer Paul Tazewell and actress Cynthia Erivo share a live Q&A in the Jersey City store.
Last two photos: Reena Rose Sibayan | The Jersey Journal
Target Social
Click play to watch the @target instagram recap.
