Target has partnered with "Wicked" star Cynthia Erivo, who plays "Elphaba Thropp," the protagonist in the newest adaptation of the hit musical, for its latest campaign marketing the film’s merchandise.
The retail giant recently announced that it will carry over 150 “Wicked” items ahead of the movie's November 22 release.
With the tagline, “There’s no place like Target to shop everything Wicked," the retailer is claiming itself as the go-to place for "Wicked" fans.
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Earlier this month, Target and “Wicked” teamed up with the film’s award-winning costume designer, Paul Tazewell, to launch the line.
The collection includes limited-edition pink and green Stanley Quenchers, as well as apparel, accessories, shoes, and home items for adults and kids.
Mattel, the American toy and game creator best known for producing iconic brands like Barbie, Hot Wheels, and Fisher-Price, also created Elphaba and Glinda dolls for the collection.
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Brand partnerships like these have become increasingly common as consumers switch preferences and loyalties easily.
They keep audiences engaged and interested, offering an innovative avenue for brands to set themselves apart from the competition, increase visibility, and widen audience reach.
A Spellbindingly 'Wicked' Collection
The short commercial opens with a close-up shot of Erivo's green platform boots — a reference to her on-screen green persona — as she pushes a red shopping cart, which magically turned green, along the store's main aisle.
Subtly referencing aspects of Erivo's movie character is a clever way to showcase the partnership.
We then see a series of scenes where excited shoppers pick up "Wicked" merchandise while singing to the tune of the hit song “Defying Gravity."
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A man then grabs another "Wicked" item, hilariously belting a high tune off-key as other customers look on in horror.
Erivo quickly butts in, saying, "That's my line," before singing the same tune — this time, in the right key and with more flair.
As the campaign title card appears, a voice says: “There’s no place like Target to shop everything Wicked.”
The movie has been making waves since its announcement, launching a slew of brand collaborations.
Earlier this month, Hilton partnered with Universal Pictures to create a Wicked-inspired hotel suite as part of its “Stay Like” program.
