The Dark Side of Licensing: When Beloved Characters Meet Mass Market Merchandising The collaboration between Disney's Nightmare Before Christmas franchise and Bath & Body Works has sent shockwaves through fan communities.
This limited edition collection, featuring fragrances inspired by Jack Skellington and Sally, marks another milestone in the commercialization of beloved characters.
For decades, Disney's intellectual property (IP) has been a goldmine for licensing deals. Partners from fast fashion retailers to home decor companies clamor to get a piece of the Disney magic.