A walk through Prime Video’s pink carpet farewell to ‘The Marvelous Mrs. Maisel’ in NYC

Prime Video lined a stretch of Fifth Avenue in New York, from 46th to 56th Streets, with a furry fuschia carpet last Friday as part of an activation promoting the fifth and final season of “The Marvelous Mrs. Maisel.”

“The Marvelous Mile” took fans of the period comedy-drama back to the 1960s as attendees sampled themed refreshments and engaged with moments honoring main character Midge Maisel’s journey throughout the show—and of course, stopped for photos along the way.

From 10 a.m. to 6 p.m., brand ambassadors in ’60s-esque attire directed visitors to the various photo moments, with maps detailing stops on the tour including Rockefeller Center, Saks Fifth Avenue and the St. Regis New York.

At the heart of “The Marvelous Mile” was Saks Fifth Avenue, on the east side of 5th Avenue between 49th and 50th Streets, with pink vintage cars and taxis parked in a row. Passerby could stop at cookie stands for classic black-and-white cookies from Manischewitz, which also launched special-edition Manischewitz Pink & White Cookies—a nod to Midge's love for pink. There were also eight surprise dance performances organized by series choreographer Marguerite Derricks.

The Midtown takeover concluded with a final vignette on the northwest corner of 5th Avenue and 54th Street, where fans could say one final “maisel tov” to Midge.

The event was an extension of Prime Video’s broader “Maisel Tov” campaign—a play on mazel tov, the Jewish phrase expressing congratulations—designed to give brands and fans a chance to celebrate the series through activations and congratulatory messages. For Passover, Manischewitz and Prime Video offered a limited-edition, collectible macaroon canister that paid homage to the series.

“We at Manischewitz are thrilled to be part of the Mrs. Maisel season 5 send-off,” said Shani Seidman, brand director for Manischewitz, in a statement. “Manischewitz has been a household name and brand for generations. Working with Prime Video on a project that blends tradition with modernity is a joy.”

“The Marvelous Mrs. Maisel” has leaned heavily into experiential activations over the years—from 2018’s pop-up Carnegie Deli in New York to 2019’s “Maisel Day” in Los Angeles, where businesses across the city offered deals at 1950s prices. 

Season 5 of the show premiered Friday on Prime Video.