Shopping at Target Is About to Get Wicked

The retailer’s website will offer a brand experience including green and pink motifs, custom video content, and themed animations such as flickering torches, crawling vines, and flower blooms, along with information on events at local stores, items coming soon, launches, and pre-orders.

Most of the 150-plus products in Target’s Wicked collection debuted Oct. 6, and nearly 70% of those items are exclusive to the retail giant.

Highlights include exclusive accessories and clothing by Wicked costume designer Paul Tazewell, as well as a host of items priced under $5 (capes, crowns, journals, play wands, totes, tumblers).

Elphaba is the new Barbie

Wicked is following in the mass-merchandising footsteps of last summer’s Barbie movie, which left footprints from its pink heels across several retail sectors.

With just over one month to go before Wicked’s release, it is already featured in products such as:

• Accessories: Béis (luggage), Cambridge Satchel (bags), Stanley (tumblers), Swarovski (jewelry), Voluspa (candles)
• Apparel: Aerie (casual women’s clothes), Aldo (women’s shoes), Forever 21 (football jerseys), H&M (T-shirts), Naeem Khan (women’s fashion)
• Cosmetics and beauty products: Beekman 1802 (skincare), r.e.m. Beauty (makeup)
• Costumes: Cossky
• Figurines: Funko, Squishmallows, Tubbz
• Food and drink: Betty Crocker (cookie dough pop kit), Rice Krispies Treats, Starbucks (drinks)
• Toys: Hasbro (Monopoly Wicked Edition), Lego, Mattel (dolls)