Woody The Talking Tree Bringing In Green For Businesses
DARTMOUTH—Some think he’s creepy. Some think he’s delightful. Others have no idea what to think.
But whether you see Woody The Talking Christmas Tree as magical, a strange oddity, or straight “nightmare fuel,” one thing is clear: Woody is good for business.
Woody made his return to Mic Mac Mall on November 19 after 15 years in retirement.
With his massive, round face and bright pink cheeks, the 15-metre-tall talking tree is impossible to ignore. Not long after he was unveiled, Woody became a viral sensation after late-night host Jimmy Fallon took notice.
@JimmyFallon I heard you were talking about me on @FallonTonight! I’m Woody the Talking Christmas Tree 🎄
I thought I’d go out on a LIMB and send you a thank you note– I know how much you love them.
TREE ya later!#MicMacMall #WoodyTheTalkingChristmasTree pic.twitter.com/KP9GUr5um6
— Mic Mac Mall (@micmacmall) November 24, 2021
Tamitha Oakley, Mic Mac Mall’s general manager, says everyone from young kids and nostalgic adults to curious out-of-towners have been flocking to the mall to see Woody.
“With the launch of Woody we saw quite an uptick in traffic… People just want him to come by and see him,” she said.
“We’ve seen people come in early to shop, and people from out of town and even out of province. We’ve had people coming from New Brunswick who just wanted to come and see Woody and shop a little earlier.”
Embracing The Brand
Oakley says the Mic Mac Mall team recognizes there’s something a little bit silly about Woody.
“Some have poked fun. I mean, he is a talking Christmas tree,” she says.
But by leaning into his unique brand, Woody has been able to capitalize on the shock factor he generates.
On social media, Woody’s cheeky callouts, tree-mendous puns, and sly self-awareness have earned him thousands of followers in just a few short weeks.
As a tree I am used to throwing shade but I will decline making any comments on the state of the downtown Halifax resident because solidaritree is important. pic.twitter.com/ylc5ljInHv
— Woody The Talking Christmas Tree (@WoodyXmasTree) December 4, 2021
And while a good chunk of people from outside the province still react to Woody with shock or sarcasm, he has undeniably won the hearts of Haligonians.
On the morning of Dec. 4, a line of about 50 parents and kids snaked along the mall’s main-floor hallway. All were there for a chance to chat with Woody.
Upstairs, the line to visit Santa held only a handful of people.
Foot Traffic Up
Oakley couldn’t give specific data on how much traffic Woody has brought to the mall. But most retail employees will tell you he’s made a major difference.
Emily Smith manages the Claire’s store inside the mall. She says she has “absolutely” noticed a jump in traffic since Woody was unveiled.
Smith isn’t allowed to give specific numbers but said Woody’s impact has been significant both for her store specifically and the mall in general.
“I can tell you at the very least that I [avoid] that part of the mall now,” she told Huddle. “You can’t even really walk around that main entrance without having to somehow get around all the people lined up.”
She says she often sees kids come into Claire’s clutching the small saplings Woody gives as gifts.
Back To Its Heyday
At a time when it’s getting tougher for malls to compete with online retail giants like Amazon, Oakley says attractions like Woody are becoming more important for brick-and-mortar retailers.
She argues people still want to come in and see and touch the products they want. Shopping centres can capitalize on that by making a trip to the mall more of an “event.”
In September, Halifax developer Joe Ramia and a group of investors took over ownership of the mall.
Oakley says the new owners see the mall as “a significant part of Dartmouth” and that bringing Woody back was “the first thing on their agenda.”
“They want to bring the mall back to its heyday—and part of that heyday is Woody,” she says.
The Magic Of Woody
Smith says that, while Woody is good for the mall’s businesses, she’s mostly just happy to see him bring joy to people.
That includes folks like her, who remember Woody from years ago and still feel a little sappy when they see him.
“I’m a little bit older so I remember the old Woody, so seeing him now is a little bit nostalgic meets nightmare fuel,” she says with a chuckle.
Taking a picture with your crush in the background @WoodyXmasTree pic.twitter.com/dFDKTZv6EZ
— Mise’l🎅🏾 (@ElleMike) December 4, 2021
“Honestly, it brings a little sense of magic for the kids, too, which is great. The last couple of years, obviously, have been a lot different for every single person, especially the children,” Smith adds.
Oakley agrees.
She says that while people from away might not understand Woody’s appeal, she and her team hear constantly from people thrilled to see his return.
“So many adults have come in or messaged us on social media and have said that we made their year. [Woody] was a big part of their childhood and now that they have children they can’t wait for them to meet him,” she says. “You know, just to hear those things—that we put a smile on somebody’s face this year—that’s what we want.”
Trevor Nichols is the associate editor of Huddle, based in Halifax. Send him your feedback and story ideas: [email protected].
