What's Happening?
Bath & Body Works has announced the launch of a new Disney Princess Collection, set to debut in stores and online in the U.S. and Canada on February 13, 2026. This collection builds on the success of the initial Disney Princess Collection and introduces five new fragrances: Life’s a Fairytale, Snow White, Mulan, Rapunzel, and Aurora. These new scents join returning favorites Belle and Tiana. Each fragrance is designed to capture the essence and story of the respective Disney Princess, with packaging that reflects the colors and themes of the movies. The collection includes a wide range of products such as body wash, hand soap, fine fragrance mist, and decorative accessories. An international rollout is planned for mid-March, aiming to reach
over 40 markets by the end of the year.
Why It's Important?
The collaboration between Bath & Body Works and Disney represents a strategic partnership that leverages the popularity of Disney Princesses to enhance brand appeal and drive sales. This expansion into themed fragrances allows Bath & Body Works to tap into a dedicated fan base, potentially increasing customer engagement and loyalty. The collection's diverse product range caters to various consumer preferences, from personal care to home decor, broadening the brand's market reach. Additionally, the international expansion underscores the global appeal of both brands, potentially boosting Bath & Body Works' presence in new markets and contributing to its growth strategy.
What's Next?
Following the U.S. and Canada launch, Bath & Body Works plans to introduce the Disney Princess Collection to international markets starting in mid-March. This expansion will likely involve marketing campaigns tailored to different regions to maximize impact. The success of this collection could lead to further collaborations with Disney or similar themed collections in the future. Retailers and consumers will be watching closely to see how the collection performs, which could influence future product development and partnership strategies for Bath & Body Works.
