When I think of personal moments I’d love to travel back and experience again, seeing the first national tour of “Wicked” in my hometown of St. Louis during the winter of 2007 is definitely on the list.
I was a freshman in college, just entering that stage of life where the world is getting bigger and everything seems within the realm of possibility. The production captured the scale of my innermost thoughts and demonstrated the might of live theater (which I went on to declare as my college major). I had heard of the show’s power, but seeing the magic rendered in front of me was another thing completely. I was instantly hooked. And I’m not alone.
Fans have been craving a silver screen adaptation since its premiere, and the 21-year wait will finally come to an end on November 22! But the ability to immerse yourself in all things “Wicked” won’t end at the cinema’s exit door. Guests of Universal Orlando Resort and Universal Studios Hollywood have the opportunity to explore a variety of limited-time experiences devoted to the story of Glinda and Elphaba.
Why “Wicked”?
Universal is no stranger to bringing films to real life in its theme parks and this time it is expanding those efforts to Oz-level proportions. “We always have activations in the parks to promote the film… but this one in particular needed a higher level of attention,” explains Donna Mirus Bates, senior vice president of strategic partnerships and communications for Universal Destinations and Experiences.
Even as a long-time lover of “The Wizard of Oz,” (she played Dorothy in an eighth-grade production), it wasn’t until Donna took her daughter to see “Wicked” on Broadway that a familiar tale took on new meaning. “This story that I knew about witches and a girl from Kansas actually morphed into something so incredibly timeless,” she says.
It’s difficult to overstate the scope of “Wicked” in terms of both emotion (“Big emotion is literally in our brand DNA,” mentions Donna) and visual illustration. Manifesting a timeless story this big in a physical space seems a feat worthy of Elphaba’s magic, but Stephen Burkett, a supervisor in the visual merchandise department at Universal Orlando Resort, was up to the task. “I think it’s very much a property that deserves or can have that theme park feel to it.”
Paul Watson, head of merchandise development for new ventures at Universal Studios Hollywood echo’s Stephen’s sentiment. “It’s such a rich tapestry of styles… so theme-park-ready, you know, in terms of the references that we have to work with.”
Given the robust world painted by the story it’s surprising that it’s taken this long to bring “Wicked” not only to the movies, but to the theme park space. “It’s such a perfect expression of our brand,” Donna sums up.
Universal Orlando Resort
What to Do
It’s only appropriate that you reach Wicked: The Experience at Universal Studios Florida by following a yellow brick road to the former UNIVRS store near the front gate.
Once inside, you’ll discover a walk-through journey mirroring that of your favorite characters. As you head from Shiz to the Emerald City, you’ll view intricate props and costumes created by the designers of the film.
Nick Laber, a senior manager in Symphony Marketing, calls the exhibit’s artifacts “custom, couture, one-of-a-kind pieces,” invoking the care put into every delicately forged and fashioned detail. “It’s nothing like we have in our theme parks currently, right? It’s going to be a really cool experience just to get up close and see these beautiful pieces of art that our guests will love,” he says.
But perhaps the most loved aspect of the experience will be the ability to recreate memorable moments from the film. “Giving guests the opportunity to feel like they’re ‘Defying Gravity’ was something we really wanted to offer up,” Nick says as he teases one prospect that is almost too tantalizing. Every theater nerd (a term I use affectionately, as after all, I am one) has envisioned themselves soaring above a crowd, broom in hand, putting their own spin on the riff to end all riffs before rapturous applause.
Where to Eat
Outside of Wicked: The Experience sits the Emerald City Eats food stand with themed treats, but it doesn’t stop there. Your taste buds will also beg for a visit to Universal CityWalk, where a couple establishments known for sweets are making something wonderful, to borrow a word from the Wizard himself.
The Toothsome Chocolate Emporium & Savory Feast Kitchen is serving up an all-new scrumptious shake, the Ozitively Pink and Green Shake. The pink and green colored milkshake is strawberry and key-lime flavored with strawberry and OREO crumbs on top.
Voodoo Doughnut will also get in on the fun with some must-try custom doughnuts that, yes, are also pink and green.
Universal Studios Hollywood
What to Do
Start your journey by grabbing some popcorn (and if you’re like me, some tissues) and taking in the movie in IMAX at Universal Cinema AMC at CityWalk Hollywood, where you can also find fanciful costumes from the film on display. This premiere theater has a screen with the capabilities to project up to 40 percent larger than a standard film screen, plus plush recliners. I can promise you the moviegoing experience doesn’t get much better. And to level up the experience even more, catch a tangible glimpse of the film in the four display cases in the lobby showing off four costumes from the movie beginning November 7 and staying through December 31.
The Feature Presentation store (inside the theme park) and the UNIVRS store in CityWalk each present an enticing chance for fans to celebrate their love of the movie. Step inside and find authentic, elaborately designed props and costumes. Take advantage of an Emerald City photo opportunity, glimpse Glinda’s monogrammed luggage, and most notably, look out for a stunning miniature replica of the pivotal Wizard’s head.
Lastly, you’ll want to watch as the film’s place in Hollywood is cemented through a mention on the World-Famous Studio Tour. “We’ll have a custom shoutout from the director, Jon M. Chu, built in,” Nick discloses, going on to describe a 30-year-old home video that sheds light on Chu’s personal history with the ride. “So there’s a timeline where the next director could be riding the studio tour now,” Nick speculates with a smile.
Where to Eat
“We think it’s going to be really great because it’s a holistic experience that we’re creating,” surmises Su-Fei Sakamoto, the director of design and planning for Universal Studios Hollywood and CityWalk. “As immersive an environment as possible that represents the brand well.” The shopping and dining experience blends together seamlessly through a process best depicted by a new verb that Su-Fei playfully submits into existence: “How can we wickify it?… If that’s a word.”
Adjacent to the Feature Presentation location sits the Hollywood & Dine eatery, complete with a “Wicked”-themed menu. The offerings are as delightfully whimsical as the movie itself, and include the Bewitching Bacon Burger, the Drizzmatic Corn Dog, the Lemonlicious Poppy Seed Salad, and more.
And don’t sleep on the two specialty cocktails! Those include the green Ozmopolitan (incredible pun work, folks), made with lemon vodka, apple liqueur, lime and white cranberry peach juice, topped with a green sugar rim, lime wheel and sour gummy candy; and then the pink Spellbinding Collins, made with raspberry vodka, lemon juice, grenadine and club soda, topped with lemon and raspberries. How would the lady like her drink, Elphaba-style or à la Glinda? There is also a nonalcoholic option called the Ozdust Punch!
Additionally, milkshake lovers can “rejoicify” because The Toothsome Chocolate Emporium & Savory Feast Kitchen isn’t left out! Grab the appropriately pink and green shake and make the bottom of your glass defy gravity.
Both Coasts
What to Buy
There is no lack of “Wicked” merchandise out in the world. To put it in Nick’s words, “The team definitely wants to turn the whole world pink and green.” Both coasts will be offering bespoke merchandise that’s only available in the theme parks.
“We designed it, we developed it, and we manufactured it ourselves,” Paul proudly elaborates on the origins of what you will find inside. Apparel, toys, and decor materialize in the form of various collections celebrating the film:
- The Shiz University collection has a classic collegiate feel that will give you alumni status. Pick up a Spirit jersey, duffle bag, tumbler, hat, or journal dedicated to the school where Glinda and Elphaba first cross paths.
- The Studio MinaLima collection contains exclusive graphics and prints on accessories, home goods, and stationery. If you’re a fan of a certain other wizarding school, you may recognize the aesthetic of this legendary designer duo.
- The “Wicked” logo collection offers a chance to represent the movie in its purest form. T-shirts, sweatshirts, and collaborations with Mattel, Funko Pop!, LEGO, Loungefly, and The Noble Collection provide souvenirs for all ages and interests.
- The Exclusive Starbucks drinkware at all Starbucks locations across both Universal Studios Hollywood and Universal Orlando Resort are perfect for those looking for a little Wicked with their morning cup of joe.
What are the experts most anticipating? Donna recalls her first encounter with one of the fashion dolls at a recent merchandise demo: “I literally grabbed it out of his hands in front of the group and said, ‘This is coming home with me.’” Nick has enthusiastically pre-ordered one of the LEGO sets. Meanwhile, Paul is just ready to see the stores come to life. “We’ve got great product coming, but actually I think the storytelling and the store designs themselves just take it to a whole new level, which will be super exciting,” he says.
Looking to the Future
We all know the sky’s the limit for Elphaba, but it seems that might also be true for this story’s impact on Universal theme parks.
“Tribute stores are designed to be very short-term offerings, but this is going to be around for a little while,” points out Stephen, who has plenty of experience building temporary retail establishments. “Wicked” is a two-film event, with “Wicked Part Two” set to debut in November 2025. The Orlando store will remain open through the next film (and potentially beyond) with new offerings and products dropping along the way.
“Because there’s such a rich depth of environmental detail, it creates a repeatability for the guest experience as well,” Su-Fei observes. “Because every time you come back, you discover something.”
The magnitude of the entire “Wicked” event isn’t lost on those who have tirelessly brought it to life. “Having just a small sliver of something that our team collectively did to help make this franchise a success is just one of those really cool pinch me moments,” reflects Nick. “Just to be a small piece in this giant, cultural defining moment…”
“I mean, there are times when I feel like, ‘Hey, how are we making the world a better place?’” says Su-Fei, expressing a sentiment that is probably familiar to many in today’s age. “There are a lot of things I can’t do. But if we can just offer a moment for people to spark more joy in their lives, I think we’ve done our job.”
What are you most excited to check out at the “Wicked” experiences in Orlando and Hollywood? Let us know in the comments below.
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