Prime Video Rolls Out the Pink Carpet on Fifth Avenue for 'Maisel Tov' Experience

Miriam “Midge” Maisel would have been tickled pink. As it turned out, that feeling was reserved for the swarms of fans of the fictional comic in Prime Video’s hit series The Marvelous Mrs. Maisel, which celebrated the release of its fifth and final season on April 14 with a full-blown day of activations spanning a stretch of New York’s iconic Fifth Avenue. The event was part of the streamer's “Maisel Tov” campaign saying farewell to the award-winning show. Warner Bros. Discovery Clears Up Rings of Power ‘Trolling’ Controversy On a perfectly (though unseasonably) warm, summer-like day, the streamer and its production partner, Cat/Alina Productions, covered the sidewalks of the tony, tourist-heavy area with pink carpet between 46th and 56th streets and planted Marvelous Mile street signs on each block. Pink branded taxis paraded up and down the route, while '60s-era costumed brand ambassadors were stationed alongside activations depicting major milestones from each season to take photos of fans channeling their inner fast-talking comic (many of whom were also dressed in their own mid-century finery). Fans at selected activations could also pick up branded cocktail kits and lipsticks after getting their picture taken, and for those who were line-averse but still game to capture the moment, massive pink “Marvelous” letter sculptures were placed at various locations throughout the route. Brand ambassadors posed for photos in themed settings. Other pink-accessorized brand ambassadors dressed as “newsies” distributed maps of Marvelous Mile, giving fans a detailed breakdown of the activations and additional stops, including the Manischewitz cookie carts distributing black and white cookies; the St. Regis Hotel, where patrons could grab a pink martini; and a list of renown locations where the series was shot, such as the Rockefeller Center skating rink and St. Patrick’s Cathedral. “Fifth Avenue is a globally recognized landmark in New York City with iconic stops that were key filming locations for The Marvelous Mrs. Maisel,” Jennifer Verdick, head of partnerships and consumer events for Prime Video, told Adweek. “We thought, ‘What better way to celebrate the fifth and final season than to bring fans to where all the magic happened, NYC, and experience the series they know and love like never before?’” Fittingly, Saks Fifth Avenue was the hub for the most action, with the luxury retailer’s exterior hosting the cookie stands, a fleet of vintage cars, an in-store set display, original costumes from the show in the store’s windows, a Marvelous Dance Show helmed by the series' choreographer that ran throughout the day, and a true treat for diehard fans: a special ceremony where the show’s cast and creators were presented with a proclamation by the City of New York in honor of its contributions to the city. Branded taxis on Fifth Avenue. “With the Marvelous Mile, consumers in NYC were able to walk down The Marvelous Mrs. Maisel memory lane on a mile of pink carpet to celebrate those iconic moments (and outfits) from each season, while ultimately saying ‘Maisel Tov’ to Midge and the series,” Verdick added. In addition to the on-the-ground goodies, Prime Video has also partnered with Pantone, Candier, the TWA Hotel, Betty Crocker, Tupperware and other brands for assorted themed offerings ranging from candles to era-specific aerobics classes and cooking recipes. Fans who missed the Marvelous Mile event can still view the costumes in Saks’ windows for another week and catch the first three episodes of the final season now on the streamer. A Marvelous Mrs. Maisel branded cocktail kit.