Universal’s domestic theme parks are stepping up their game by introducing immersive experiences that transport guests into the enchanting realm of “Wicked.” This timely move coincides with the highly anticipated release of Universal Pictures’ adaptation of the beloved musical, which hits theaters on November 22. With this launch, Universal Studios Hollywood and Universal Orlando Resort are set to captivate audiences as early as late October. The attractions promise to blend magic with reality, giving fans the chance to explore iconic locations from the story, including Shiz University and the Emerald City.
At Universal Orlando Resort, “Wicked: The Experience” will take over the previously occupied UNIVRS store. This reimagined space will serve as a centerpiece for fans eager to delve into the enchanting tales of Elphaba and Glinda. The designers have painstakingly recreated several famous locations from the musical, providing a visual feast of props and costumes that will entice attendees to engage more deeply with the narrative. This hands-on approach creates a narrative-driven experience that ensures every corner of the attraction inspires both reflection and wonder, solidifying the park’s reputation for innovation in theme park design.
Meanwhile, Universal Studios Hollywood is also undergoing a transformation. The Feature Presentation store within the park, along with the UNIVRS store at Universal CityWalk, will be converted into vibrant experiences celebrating “Wicked.” Here, fans will find a unique blend of interactive setups featuring props and costumes lifted straight from the film, inviting them to snap memorable photos amid striking backdrops. Furthermore, as a nod to cinema fans, costumes from the upcoming film will also be showcased at the nearby Universal Cinema, an AMC Theatre located in CityWalk, creating an extended experience for visitors.
But the “Wicked” experience extends beyond mere visuals. Both parks are introducing specialty dining options inspired by the musical. Guests can look forward to themed menu items at popular eateries such as Voodoo Doughnuts and the Toothsome Chocolate Emporium & Savory Feast Kitchen, which are set to offer exclusive dishes that will heighten the “Wicked” ambiance. Additionally, numerous themed merchandise will be available for purchase, allowing fans to take home a piece of the magic. The exciting integration of gastronomy and shopping embodies a holistic approach to engagement that extends the ‘Wicked’ experience far beyond its initial exhibition.
As if that were not enough, Universal is also planning to expand these magical experiences to global audiences, with attractions slated for Universal Studios Singapore and Universal Studios Japan later this year and into the next. This strategic expansion signals Universal’s commitment to enriching its visitors’ experiences, helping to cultivate a community of fans that can enjoy the “Wicked” universe across multiple locations.
Universal’s dedication to creating immersive, narrative-driven environments showcases not only its ability to adapt to audience preferences but also reinforces the magic that theme parks can offer. As they continue to innovate, these experiences are bound to become pivotal attractions that draw both seasoned theme park enthusiasts and newcomers eager to discover the allure of “Wicked.”