branded merchandise

Bracing For 'Bridgerton,' Brands Offer Special Collections

Buckle up, “Bridgerton” fans. Whether buying a coloring book for grown-ups at Walmart or spending hundreds on dessert-and-tea tableware at Williams Sonoma, brands are putting out a full spread for the sexy soap opera, headed back to Netflix for its third season.

The return of the Regency drama, one of Netflix’s most potent franchises, has something for everyone as fans brace for the long-awaited romance of sexy Luke (“Colin”) Newton and Nicola (“Penelope”) Coughlan. Netflix knows few can resist watching wallflowers blossom: It’s even selling “Polin” t-shirts ($30).

And did somebody say “soap?” Bath & Body Works has fans covered, offering elaborate sets that include cleansing products, candles and fragrances, with scents like “Danbury Shortbread,” “Diamond of the Season,” and “Wisteria Garden.”



Besides steamy romps in the garden, the whole point of the romance series is weddings. That hasn’t been lost on The Knot, the online wedding registry, offering multiple ways to plan an affair worthy of a drop-in from Queen Charlotte.

Many of the products got an outing recently in New York City, where Netflix transformed Gansevoort Plaza into the Bridgerton Promenade, a Regency-era market (if high-level branding concepts existed in 1811).

Target is one of the show's biggest fans, with a collection from  Izzy & Liv, a lifestyle brand. The exclusive items include robes, slippers, PJs and everything you might need for a “Bridgerton” viewing party, right down to a teacup with its own little crown.

Speaking of tea, the Republic of Tea has its own extensive suite of “Bridgerton” products, including flavors like Colin and Penelope Ginger Peach and Francesca Rose Chamomile. There’s even a Newton Ginger Biscuit Tea, honoring the show’s favorite corgi.

Ruggable has five different rug styles inspired by the show’s luscious settings.

And, of course, there’s plenty of merch from Netflix, from the predictable bobbleheads and hoodies to the unexpected, like a series of vintage handheld mirrors for $500 or a Bridgerton X Sue Tsai varsity jacket for $250.

Beauty brand Kiko Milano has introduced a cosmetic collection with Ballroom Bling liquid eyeliner, Opulent Aura lip balm and Gilded Glaze shimmering cream.

None of this is new for Netflix, which has gotten almost as good at merchandising as it is at programming. It has already spun hit shows like “Stranger Things,” “Squid Games,” and “Witcher” into products like popcorn bowls, Lacoste polo shirts and bucket hats.

Sales have been so strong that last fall, the company announced plans to open two physical retail stores in the U.S. next year. While the streaming service hasn’t yet disclosed where the House of Netflix stores will be, company execs have described them as mini-theme parks, offering immersive experiences for fans.

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