Disney fans are among the most devoted in the world. They always stay up to date with the latest news, plan their upcoming park visits, and collect exclusive themed merchandise.
With such a passionate global following, launching new products and collaborations is a no-brainer for Disney, and the company has mastered this over the years by knowing exactly how to captivate its audience.
Related: Disney World adding new land, closing classic attractions
From apparel to home décor to snacks, Disney has partnered with many top brands to launch limited-time collections that often sell out quickly. Now Disney is back with another exciting release.
Disney (DIS) has teamed up with Bath & Body Works (BBWI) to launch a new scent collection inspired by two of Disney's most iconic villains: The Evil Queen and Maleficent.
Image source: Bath & Body Works
Everything to know about the new Bath & Body Works x Disney Villains collection
The new Disney Villains by Bath & Body Works collection will feature a lineup of 39 products, including:
- Candles
- Fragrance mists
- Body wash
- Body cream
- Hand soap
- Hand sanitizer
- Lip gloss
- Laundry care
- Accessories
The Evil Queen lineup includes scents like Dark Red Apple, Vanilla Suede, and Wicked Pear, and Malicificent's features Sinister Plum, Midnight Berries, and Mystical Woods.
In a first for the brand, the collection will be available simultaneously in domestic and international markets. Products will officially hit stores and online at Bath & Body Works on September 3, with early online access available for loyalty program members on August 26 and 27.
Bath & Body Works and Disney develop a mutually lucrative strategy to boost growth
This isn't the first time Bath & Body Works and Disney have joined forces. In February, the two brands launched a previous Disney Princess collection, which Bath & Body Works claims was a total success and generated strong demand.
“The customer demand and excitement we saw with Disney Princess showed us that our formula is working, and now we’re taking it global,” said Bath & Body Works CEO Daniel Heaf.
“As we continue building momentum through powerful brand collaborations like Disney, we remain focused on creating even more meaningful ways to engage consumers and position Bath & Body Works at the forefront of culture, innovation, and storytelling.”
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So far, this strategic partnership is working. In the first quarter of fiscal 2025, Bath & Body Works reported a 3% increase in total sales, attributing this growth to innovation.
In today's highly competitive and fast-paced consumer market, staying relevant requires adapting to changing consumer preferences and tapping into cultural moments.
Creating collaborations like Bath & Body Works x Disney Villains is a great way to capture attention, drive foot traffic, and spark excitement, while generating new ways for fans to connect with the brands they love.
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