Universal Studios Hollywood and Universal Orlando are set to launch new immersive experiences and exclusive merchandise inspired by 2024 film Wicked.
From late October, ahead of the US theatrical premiere of Wicked on 22 November, both Universal destinations will offer Wicked-themed F&B, retail and experiences.
Universal Orlando will open ‘Wicked: The Experience’ in the former location of the Univrs store. The pop-up attraction will take guests along the yellow brick road and into various Wicked locations, from Shiz University to the Emerald City. Guests will also see costumes and props created by the film’s designers.
Universal said in a press release: “The engaging Wicked experiences will differ at each of the destinations but are both designed to capture the imagination and spirit of the breathtaking world of Wicked, allowing guests to express their fandom through fashion and accessories, while stepping into the story for the first time ever.”
At Universal Studios Hollywood in California, the Feature Presentation store inside the park and the Univrs store at Universal CityWalk will be transformed into Wicked experiences. There will be props and photo opportunities.
At Universal CityWalk locations in Florida and California, Voodoo Doughnuts and the Toothsome Chocolate Emporium & Savory Feast Kitchen will sell limited-time Wicked-themed treats.
Wicked experiences at Universal’s Asia parks
As for merchandise, Universal’s US parks are launching a Shiz University collection, as well as a Studio MinaLima collection. Other products will include clothing, homeware, accessories and toys.
Elsewhere, Wicked experiences are coming to Universal Studios Singapore and Universal Studios Japan later this year and early next year.
Wicked is based on the hit Broadway musical of the same name. It stars Ariana Grande as Glinda and Cynthia Erivo as Elphaba.
Images courtesy of Universal
