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The first of Universal Pictures’ two-film adaptation of Tony Award-winning musical Wicked opens in theaters Nov. 22, but fans of Elphaba and Glinda don’t have to wait until then for swag from the movie thanks to a partnership between Universal Products & Experiences and Target.
The retail giant will kick off a national marketing campaign Sunday (Oct. 20) backing its partnership with Wicked and a plethora of products inspired by the film.
Target is the only retail partner of Universal Products & Experiences to feature Cynthia Erivo, who plays Elphaba, in its broadcast advertising and commercials.
“In these new spots with Cynthia Erivo for Target’s partnership with Wicked, our stores become our own version of a stage for Cynthia to share the iconic Elphaba riff with the world,” Target executive vice president and chief marketing officer Lisa Roath said in a statement.
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