Wicked For Target
In collaboration with Target’s marketing team, I contributed to the development of an immersive in-store experience for the national launch of Wicked. This initiative featured point-of-sale signage inspired by the Emerald City’s architecture and character moments, seamlessly blending the magical world of Oz into the everyday shopping experience. The campaign included over 150 Wicked-themed products, with nearly 70% exclusive to Target, and themed shop-in-shops in stores nationwide. This strategic approach not only captivated shoppers but also reinforced Target’s commitment to creating engaging, thematic retail experiences that resonate with customers.
The Wicked fandom is deeply dedicated, with the show running for over 20 years on Broadway. This enduring passion and loyalty shaped the strategy behind the Wicked campaign. Recognizing the strong emotional connection fans have with the show, we focused on creating an immersive experience that celebrated both the magic and the long-lasting impact of Wicked. From the set design to the interactive elements, every detail was crafted to evoke a sense of nostalgia and excitement, ensuring that both new and longtime fans felt connected to the world of Oz in a meaningful way.
Guests were welcomed into a whimsical experience, greeted by bollards adorned with Elphaba’s hat and Glinda’s crown. A Visitor’s Guide led attendees through immersive in-store activations, including a Glinda’s Bubble photo op, an Emerald City-themed claw machine, and a Treat Shoppe with Gravity-Defying Punch. Guests collected themed keepsakes like bookmarks, nail decals, embroidered blankets, and enamel pins, all packaged in pink-and-green tote bags. A select group also enjoyed an exclusive live Q&A with costume designer Paul Tazewell and actress Cynthia Erivo, making the event truly unforgettable.
“Like so many people, the Target team can’t wait for ‘Wicked’ to hit theaters, and we have everything you need to embrace your inner Elphaba or Glinda,” said Jill Sando, executive vice president and chief merchandising officer of apparel and accessories, home and hardlines, Target. “When it comes to big cultural moments like this, there’s no place like Target. With a captivating shopping experience and the largest assortment of retailer-exclusive products, this is Target at our best and I’m so excited for families to celebrate ‘Wicked’ with us.”
— Target Press Release
