Target Puts Weight Behind 'Wicked' Release

Target is rolling out more than 150 “Wicked”-inspired items this fall, with 70% exclusive to the retailer. The retailer will launch themed shop-in-shops in stores nationwide as well as a national marketing campaign featuring actress Cynthia Erivo.Select stores will transform into the “Land of Oz” with installations, embroidery stations, photo opportunities, giveaways, treat stations and specialty baskets.Target has unveiled its plans to be the “ultimate fan destination” for Universal Pictures’ “Wicked,” the musical prequel to the “Wizard of Oz,” according to a statement. In the lead-up to the highly anticipated film’s Nov. 22 release, Target will offer more than 150 film-inspired products in most stores and on Target.com via a dedicated Character Shop. Nearly 70% of the items will be exclusive to Target, including an apparel and accessories line created by the film’s costume designer (Paul Tazewell), Mattel's Elphaba singing doll and Fiyero fashion doll, limited-edition Stanley Quencher tumblers and a special version of the film's soundtrack on vinyl. Target is rolling out “Wicked”-themed store displays and shop-in-shop experiences to immerse shoppers in the “magic of Oz,” as well as digital experiences, landing pages and “other surprises” throughout the season, the retailer said.“When it comes to big cultural moments like this, there’s no place like Target,” Jill Sando, executive vice president and chief merchandising officer of apparel and accessories, home and hardlines, Target, said in the statement. “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.”‘Wicked’ CollectionsTarget is offering a wide range of “Wicked”-inspired products across apparel and accessories, toys, beauty, home, electronics, entertainment, food and beverage, including exclusive collectibles. Most products launch on Oct. 6, with more rolling out through November. Highlights include:A range of items $5 and under launching Oct. 6 in Target’s Bullseye’s Playground front-of-store value section including role play wands, crowns and capes, totes and journals.An exclusive adults’ and kids’ clothing line featuring apparel, accessories, shoes and home items designed by Tazewell and launching Oct. 6 with the full rollout on Nov. 3. Elphaba and Glinda Halloween costumes and accessories for adults and kids, including an exclusive Glinda dress-up kit inspired by the film’s “Popular” scene/song. Exclusive national brand products:Launching Oct. 6: Mattel’s Elphaba singing doll, OPI Nail Lacquer “Wicked” collection, and Bitty Boomers Elphaba and Glinda speakers, as well as film-inspired beauty collections from It Brushes For Ulta, Beekman 1802 bath, body and skincare, and makeup from “Wicked” star Ariana Grande’s r.e.m. beauty line available at Ulta Beauty at Target locations for a limited time only.Launching Oct. 13: Elphaba and Glinda-inspired pink and green Stanley Quencher tumblers available in 40-oz and 20-oz sizes.Launching Nov. 3: Mattel’s Fiyero fashion doll, an array of Unilever Beloved items including candles, body mists and shower and bath gels, a Fisher-Price Little People collector 4-pack and Funko Pop! collectibles of Elphaba and Glinda in their Shiz University looks.Only-at-Target versions of “Wicked The Soundtrack” on Vinyl and CD from Universal Music Group. (The release date for this has not yet been disclosed.)In addition, inspired by the film’s fantastical music, Target will offer a range of music-related items beginning Oct. 6, including a “Wicked” Bluetooth karaoke machine and Bluetooth microphone. Beginning Oct. 13, Target will also offer a range of home items, including Elphaba and Glinda throw and decor pillows, mugs and stationery.Immersive In-Store Emerald City Experiences On Nov. 3, Oz-themed shop-in-shops will launch at most Target stores nationwide featuring a dedicated and “enchanting” space to explore the assortment, inspired by the movie’s scenes and characters, per the statement.On Nov. 15, 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 with a shopping guide handout in the Emerald City’s art deco-style available at store entrances. Additionally, on Nov. 22 and 23, four Target stores in Chicago, Los Angeles, Minneapolis and Seattle will unveil elevated themed experiences including treat stations and giveaways.Digital ExperienceThe Target.com brand experience features green and pink motifs, custom video content and themed animations including flickering torches, crawling vines and flower blooms reminiscent of the film. It will also provide details on new product launches, pre-orders and items coming soon as well as information on the “Wicked”-themed in-store events happening in their area.Marketing Campaign ActivityTarget will be the only Universal Products & Experiences retail partner to feature actress and singer Erivo, who plays Elphaba in the film, in a national marketing campaign that includes bespoke TV spots and social content. Kicking off Oct. 20, the campaign spotlights Erivo and guests singing her famous “Defying Gravity” riff alongside other “surprise-and-delight moments” that position Target as the “ultimate joyful escape to Oz,” per the retailer. Target is indeed no stranger to leveraging pop culture moments/phenomenon's (see Related Content below). Just this year, the retailer tied into popular TV show premieres for Netflix’s “Bridgerton” and “Emily in Paris” by launching exclusive and licensed product collections. Target was also quick to embrace the Stanley tumbler craze, the 20th anniversary of “Mean Girls” and other trendy moments.

Target Puts Weight Behind 'Wicked' Release

P2PI MEMBERS

JOIN P2PI

Business Topic

Company

Market Segment

Popular Articles

2026 OmniShopper Awards Winners

P2PI Events

Hall of Fame Profile: Matthew Wheeler, Kimberly-Clark

How Mondelez Changed Promotions to Drive Incrementality

P&G Expands Retailer Conversations Beyond Pricing, Promotions