P-O-P Spotlight: 'Wicked' Tie-Ins

Brands have already begun leveraging what will likely mimic the massive cultural marketing moment we saw in 2023 for Warner Bros.’ “Barbie” movie — only this time, the pink creatives will be joined by shades of green for the Nov. 22 release of Universal’s movie-musical “Wicked.” Each month, the Path to Purchase Institute shines a light on some of the most eye-catching and creative displays and physical activations that our boots on the ground recently captured in stores. This time, we’re showcasing select in-store "Wicked" tie-ins spotted this month and last.At Target, we spotted two wheeled aisle displays positioned right next to each other near the children's apparel department, merchandising new and exclusive film-inspired products, such as dolls from Mattel and Fiyero. The displays depict the two stars of the film, Ariana Grande and Cynthia Erivo, as well as the Target symbol on the signage. In October, the retailer revealed that it was putting strong support behind the film’s release throughout stores and online.At Ulta Beauty stores, “Wicked” occupies prime marketing and merchandising space, including window clings and front-of-store spectaculars showing off a limited-edition, exclusive collection from Ariana Grande’s r.e.m. beauty and various licensed cosmetics and accessories from Conair, OPI and other brands. Additionally, P2PI members can read more about Ulta’s “Wicked” activations, including full-store takeovers in collaboration with r.e.m. beauty in New York and Santa Monica, California, where shoppers could walk the yellow brick road through the beauty aisles and get salon services from r.e.m. Conair rolled out themed power wings to merchandise its latest limited-edition, film-inspired Scunci collection of hair accessories to Meijer. The display is positioned at the end of a personal care aisle.Since 2003, P2PI has served as marketers’ eyes in the aisles, and offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes. Each month, we will showcase small samplings of eye-catching physical activations and themes from the vault.

P-O-P Spotlight: 'Wicked' Tie-Ins

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