Manischewitz, a kosher brand for more than 120 years, will commemorate the final season of the award-winning series, “The Marvelous Mrs. Maisel,” with Amazon Prime Video as they join a celebration on the streets of New York City on the Marvelous Mile, a mile-long takeover of Fifth Avenue from 46th Street to 56th Street on Friday, April 14 from 10 a.m. to 6 p.m.

As a part of Prime Video’s wider “Maisel Tov” campaign, this activation will honor all the lead character, Midge’s, achievements throughout the series with the help of household brands like Manischewitz, Saks Fifth Avenue, the St. Regis and more. 

A pink carpet down Fifth Avenue will lead to various stops that hark back to elements of each season. Brand Ambassadors in 1960s garb will direct visitors to each photo moment and pass out maps detailing the show’s New York City filming locations. Four different stops will allow attendees to experience critical moments across Midge’s career, starting on the stage of The Gaslight Café, on to the Catskills, on the road in Miami and more.

As part of the activities on the Marvelous Mile, Manischewitz will have “Cookie Kiosks” distributing nostalgic Manischewitz black and white cookies with a special edition of Manischewitz pink and white cookiesin honor of Midge’s love for pink. Other brands and businesses will also be celebrating the launch of Season 5 across the nation through dedicated programs and experiences online and in person. For Passover, Manischewitz and Prime Video recently offered a limited-edition, collectible tin macaroon canister that paid homage to the series and its vibrant world.

“We at Manischewitz are thrilled to be part of the ‘Mrs. Maisel’ Season 5 send-off,” says Shani Seidman, chief marketing officer, Kayco Food Brands and brand director, Manischewitz. “Manischewitz has been a household name and brand for generations. Working with Prime Video on a project that blends tradition with modernity is a joy. Come join the celebration and sample the Manischewitz black and white or special-edition pink and white cookies at the Marvelous Mile.”

“We at Prime Video are grateful for the support of nostalgic brands like Manischewitz that have supported our show and will join us at this magnificent send-off,” says Jennifer Verdick, head, brand partnerships and consumer events, Prime Video.

License Global participated in a “Marvelous Mrs. Maisel” Sites Tour thanks to Onlocation Tours in NYC. See highlights of the tour on our Instagram Story.