The new sequel to the 1998 cult favorite arrives in theaters on Sept. 10, and retailers have already turned the film’s aesthetic into a full merchandising push. From limited-run luxury boxes to mass-market apparel, stores are rolling out collections now through October—here’s what shoppers and fans need to know right away.
What’s launching and why it matters
Warner Bros. Discovery has licensed a broad range of products tied to Practical Magic 2, aiming to reach both longtime devotees of the original and new audiences ahead of the sequel’s release. The assortment spans high-end gift sets, home decor, apparel, beauty items and collectible books—signaling a coordinated cross-category campaign that could shape seasonal gift sales.
Big-picture partners and highlights
Retail drops are staggered across August, September and October, with pre-orders already live for several items. Key collaborations include a curated furniture and decor line from Wayfair, a premium seasonal box from lifestyle brand Flamingo Estate, and mass-market assortments at Target. The official WB Shop will carry the widest range of licensed goods and will feature additional beauty and jewelry tie-ins in the coming weeks.
- Flamingo Estate
- Wayfair
- Diff Eyewear
- Insight Editions
- Target
- Hot Topic
- WB Shop
Other collaborators
Beyond those headline partners, the franchise merchandising program includes a long list of specialty and mainstream brands. Confirmed collaborators range from beverage and kitchen companies to novelty and gift retailers:
- SharkNinja
- Astral Tequila
- Art of Tea
- Loungefly
- Cakeworthy
- Queen of Sparkles
- Retrokid
- Unique Vintage
- BoxLunch
- Primark
- Jessica de Lotz Jewellery
- Scentsy
- Lovepop
- Blaze Pizza
- Pinkberry
Availability and buying tips
Many items are already available for pre-order or listed as shipping on specific dates; others will arrive closer to the film’s theatrical premiere and into the fall. Prices span wide—collectible boxes and specialty sets sit at the upper end of the spectrum, while mass-market tees and home goods are priced for broader audiences.
Shoppers who want limited-edition or smaller-batch releases should move quickly: several pieces are marketed as seasonal or collector’s items and could sell out during the film’s opening period. For those tracking release windows, note the publishing tie-ins (coloring book and tarot deck) have separate official street dates in mid-September and October.
Who appears in the sequel
The film reunites Sandra Bullock and Nicole Kidman as the Owens sisters and adds a younger ensemble including Joey King, Maisie Williams and Xolo Maridueña. The screenplay and casting choices, plus the merchandising push, underline the studio’s effort to bridge nostalgia with contemporary fandom.
Context: Practical Magic 2 is based on Alice Hoffman’s later novel The Book of Magic, and Penguin recently released a deluxe trade paperback of Hoffman’s original Practical Magic with new cover treatments—another element feeding renewed interest in the franchise this season.
Quick reference (select items and dates)
- Film release: Practical Magic 2 — Sept. 10 (theatrical)
- Flamingo Estate box: ships by Aug. 20
- Diff Eyewear: estimated ship date Aug. 25 (pre-order)
- Coloring book: Sept. 15 (Insight Editions)
- Tarot deck: Oct. 20 (Insight Editions)
Warner Bros. Discovery’s consumer products team positions these licensed releases as a way to celebrate both the original film and the new installment. Expect additional partner drops and limited runs to be announced in the weeks leading up to and following the premiere; retailers often stagger launches to maintain visibility through the holiday shopping period.
We will continue tracking new collections and availability and will update this report as more retail partnerships and release details are confirmed.
