Bloomingdale’s Launches a ‘Wicked’ Good Holiday

Bloomingdale’s reveals a holiday partnership with Universal Pictures’ film, “Wicked,” with immersive activations, exclusive products, including an AQUA collaboration and its annual 59th Street window unveiling.

License Global, Content Editor

October 30, 2024

2 Min Read
"Wicked" Good Holiday collection, Bloomingdale’s
"Wicked" Good Holiday collectionBloomingdale’s

Bloomingdale’s has announced its Wicked Good Holiday campaign in partnership with Universal Pictures’ upcoming film, “Wicked,” the untold story of the witches of Oz. This collaboration will bring the magic of the holidays to life with a Wicked Good Holiday pop-up. Shoppers can expect an exclusive AQUA collection, an array of products for gifting, immersive in-store experiences, a takeover of the iconic “brown bag” and an enchanting 59th Street window unveiling.

Launching online Nov. 5 and in-store Nov. 7, the Wicked Good Holiday shop, will showcase a selection of gifts, inspired by the gravity-defying world of “Wicked” and its palette of pink, green and metallic hues. The carousel space will transport shoppers to Emerald City – with more than 100 exclusive products and 150 participating brands, including Béis, Mattel, Voluspa, Stoney Clover Lane, Flamingo Estate, Sydney Evan, La Mer, Furbish and Jonathan Adler – for home, beauty, ready-to-wear and more, including those licensed and inspired by “Wicked” merchandise.

This partnership features Bloomingdale’s biggest AQUA collaboration ever, inspired by the film’s Oscar-nominated costume designer, Paul Tazewell. The collection will consist of more than 70 items inspired by the film’s main characters, Glinda and Elphaba, spanning across women’s and kids’ apparel and accessories, as well as giftable items with popular phrases from “Wicked” in the film’s pink and green palette.

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To kick off the celebration, on Nov. 13 Bloomingdale’s will unveil its holiday window display along Lexington Avenue at the 59th Street flagship. The night of festive celebrations will be hosted by star of “Wicked,” Cynthia Erivo, and will feature performances from multiple Broadway stars. The unveiling will be followed by an in-store celebration with more performances, dazzling animations, immersive pop-up shops, branded vendor carts and more, including an exclusive first look at this season’s Santaland.

“Bloomingdale’s comes alive during the holiday season, and this year, we’re more excited than ever for what’s in store,” says Frank Berman, executive vice president, chief marketing officer, Bloomingdale’s. “The magic of ‘Wicked’ will shine through every aspect of the holiday campaign, from our iconic reimagined Santaland, to our lineup of exclusive gifts and products and our highly anticipated window display. We’re excited to continue to bring joy and wonder into the season for our shoppers.”

The 59th Street flagship locations will be transformed into a holiday destination, taking shoppers into the magical world of Oz through an array of immersive gift shops inspired by the film’s sets from the land of Oz, exclusive brand pop-ups and more.

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Store locations across the country will showcase gifts and products through festive initiatives and Wicked Good Holiday celebrations.

About the Author

License Global

Content Editor, License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, France Licensing Day, Licensing for Retail, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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