The customers in a Target store once almost had a fight over the highly-anticipated Stanley x Wicked H2.0 FlowState Quencher Tumblers. A TikTok video that went viral, published on October 13, 2024, captured the panic from eager fans rushing for limited-edition cups inspired by the iconic characters from the musical “Wicked.”
All this was captured on video: one full aisle of shouting shoppers and frantically outstretched arms reaching for the tumblers. The enthusiasm evolved into a contest because clearly, a bevy of people sought the ownership of their respective Target-exclusive collections. The Target-only tumblers come in 40 oz and 20 oz sizes to make the objects of desire among enthusiasts of the musical and upcoming film version.
What is it about these tumblers that makes them go crazy? Stanley Wicked cups are no less than the collector drinkware. While carrying the stylish design of the characters Elphaba and Glinda, these tumblers are not only functional but fashionably appealing. These tumblers keep a drink hot or cold for hours, are made of very durable stainless steel, and include features like straws and lids.
The only novelty of these cups is that they are limited editions. And when something is had to be gotten, that surely makes it all the more wanted. Nothing new, really; we witnessed similar chaos on Black Friday sales, during the launch of PlayStation 5, and even during the Cabbage Patch Kids craze from the 1980s. That hunt could drive people to extreme behavior, as was very graphically seen recently at Target.
As wild of a scene as the one at Target no doubt was, it points to a deeper level of attachment between consumer and product. A lot more than a vessel for a drink, these tumblers to many are a beacon of their love for the “Wicked” musical and its themes of friendship and self-acceptance.
This was most likely the way Stanley and the “Wicked” brand wanted to please their fanbase. With such great designs that have captured the imagination of fans, creators tapped into a deep wellspring of enthusiasm. It’s that connection that makes these tumblers truly special and what people are going through-literally-an awful lot to get.
The Target incident raises interesting questions about consumer behavior. Why do people feel compelled to fight over products? Is it just about the item itself, or is it about the experience and the community behind it? Since social media will continue to influence shopping behavior, the excitement for limited releases likely will grow.
