Wicked: The Experience is up and running at Universal Studios theme park. It’s kind of a grand name for a tricked-out store, but the visual appeal is real and the space is browseable even for folks who don’t like musicals.

The “Wicked” film arrives in theaters Friday, and Wicked: The Experience certainly is a cross-promotional effort between Universal parks and Universal Pictures. There are dozens of references to the film’s Nov. 22 opening date amid the wide variety of film-related merchandise.

The space features “fanciful costumes and prop replicas created by the designers from the film,” according to the park’s news release.

Here’s what to know before you go to The Experience.

Which way is Wicked?

Wicked: The Experience is near the entrance of Universal Studios. The building is strikingly pink and green with jumbo images of film stars Ariana Grande and Cynthia Erivo on its facade. It’s across the street from the Today Cafe and the main souvenir store.

Oh, and there’s a yellow brick-ish road leading into the attraction. (In person, it reminded me of Homer’s tongue outside the park’s Simpsons Ride.)

The place previously sold merchandise related to the Hello Kitty and Betty Boop characters and items from the UNIVRS line.

What’s for sale?

It’s an array with some predictable park fare – Tshirts, Spirit jerseys, drinking vessels, backpacks etc. – adorned with “Wicked” branding. A recurring look is the W from the “Wicked” logo, big and green, popping up on those items, including a crop top. I’m not sure that single letter resonates with the general population, but somewhere George W. Bush is smiling.

Less expected items for sale: Emerald City pajamas ($75), a pointy Elphaba hat (“one size fits most” for $35), a “bewitching banyan forest” scented candle (two sizes for $16 or $48) and Shiz University merch, including a Lego set for $40.

Somewhere between predictable and unexpected: Pressed-penny collectibles with “Wicked” themes. (They’re $1 each or get all eight for $5.) And finally, a stylish flying monkey tank top ($30).

What to see

The round entry features a big Oz logo on the floor, but the next item is a showstopper, Glinda’s pink bubble dress. (Tiny type alert: “original costume replica.”)

Even poofier in the next case is Glinda’s “Popular” peignoir and teddy.

Eventually, visitors come upon costumes for other characters, male and female. Some are behind glass, others are behind ropes but either way the message is “do not touch.”

There are a couple of photo ops, including one with Elphaba’s broom that earned gasps from shoppers. Another set is the wizard’s control panel, which also serves as video screen for the film’s trailer.

Who to see (maybe)

There are character meet-and-greets. There is not a character meet-and-greet schedule, as least not publicly shared. There could be days without characters at all. Translation: Don’t drive out just to get a picture with Glinda because it may or may not happen.

What else?

• We don’t have an end date for Wicked: The Experience, but remember there’s another “Wicked” moving coming out next November and the building underwent a fairly extensive makeover, so longevity is a good guess.

• Some “Wicked” merchandise can be purchased in the big Universal Studios Store at Universal CityWalk, which does not require theme-park admission.

• Outside of The Experience is a “Wicked” themed food kiosk called Emerald City Eats. Menu items include Ozvocado toast and Pink Goes Well with Green Scroll, a matcha cake with vanilla whipped ganache.

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