In late 2021—just in time for the holiday rush—mobile e-commerce giant Wish (NASDAQ: WISH) teamed up with Nasdaq for a whimsical pop-up vending machine activation in New York City’s Times Square. Dubbed the “Wish Winter Wonderland Vending Machine,” it was the brand’s first-ever physical vending experiment, blending online bargain-hunting with IRL impulse buys. Open for a fleeting three days (December 16–18, 2021), it stocked 22 trendy gadgets and gifts “for 2022,” turning a high-traffic corner into a charitable surprise shop. All proceeds went to the Robin Hood Relief Fund, NYC’s anti-poverty powerhouse, amplifying the festive feel-good factor.
How it worked
- The Setup: A custom, co-branded kiosk at 4 Times Square (Broadway & 43rd Street)—right in the heart of the Theater District. Shoppers scanned a touchscreen for selections, paid contactlessly via card (no cash), and watched items dispense like oversized gumballs. Daily restocking and COVID-compliant sanitization kept it humming.
- The Hook: Each purchase doubled as a social media prompt—snap a pic, post with #WISH22 on Instagram or X (Twitter), and unlock extra donations from Wish and Nasdaq. It was pure viral bait in selfie-central Times Square.
- Why 2022?: Timed for New Year’s resolutions and last-minute gifts, the machine teased “must-haves” mirroring Wish’s app deals: cheap, quirky tech under $20–$30.
What Was Inside: 22 Gadgets for the New Year
Curated for fun and utility, the lineup screamed “stocking stuffer”—all available on Wish.com for easy follow-up buys. Highlights included portable tech and glowy novelties:
| Item | Description | Vibe |
|---|---|---|
| Motion Sensor Night Lights | Auto-activating LED plugs for dark hallways | Safety-first for midnight wanderers. |
| Portable Power Banks | Compact chargers with fast USB-C | Essential for phone addicts on the go. |
| LED Light-Up Beanies | Knit hats with glowing edges | Winter party wear that screams “festive.” |
| Other Gems (e.g., wireless earbuds, mini projectors) | Budget versions of viral TikTok trends | 19 more surprises like fidget toys and smart plugs. |
No full inventory list survives, but it was all about that “aha!” unboxing joy—Wish’s digital magic in physical form.
Impact and Legacy
The pop-up drew crowds amid Omicron worries, generating buzz across Business Wire and Vending Times for its seamless contactless flow. Exact sales figures? Unreleased, but it spotlighted Wish’s pivot to experiential marketing during a tough e-comm year.
