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Wicked will come to life with Rose Parade super float NBC4 Washington [Video]

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Global Marketing Strategies

The merry old land of Oz is headed to California.

The magical land from “Wicked,” the blockbuster film adaptation of the Broadway hit, will come to life with a float in the Rose Parade in Pasadena, Calif. on New Year’s Day.

“We knew that this was going to be a big holiday hit, one of the biggest holiday hits of the season,” said Stephanie Lutjens, senior vice president of global brand marketing for Universal Entertainment. “The perfect way to ring in the new year is to be in the Rose Parade.”

The super float, named “Defying Gravity” in reference to the musical’s most sensational number, is 55-feet-long and features several of Oz’s most iconic details, including the yellow brick road, the Emerald City and of course the musical’s protagonists, Elphaba and Glinda.

In collaboration with Universal, designers at float builders Phoenix Decorating Company took special care to incorporate as many …

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