Bath & Body Works Hops Into Spring With Joy-Filled PEEPS® Collaboration
Rhea-AI Summary
Bath & Body Works (BBWI) launches a limited‑time PEEPS® spring collection featuring the new marshmallow gourmand fragrance Peepin’ It Real. The assortment spans body care, home fragrance, décor and accessories and will be available to loyalty members online March 1 and to all customers March 2 in the U.S. and Canada.
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News Market Reaction – BBWI
On the day this news was published, BBWI declined 2.36%, reflecting a moderate negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
BBWI is up 2.82% while key peers show small, mixed moves (e.g., MNSO -3.45%, MUSA +0.19%, FIVE +0.07%), and no peers appear in momentum scans, pointing to a company-specific reaction.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Feb 20 | Amazon storefront launch | Positive | +1.0% | Authorized Amazon U.S. storefront expands third-party distribution reach. |
| Feb 18 | Earnings date notice | Neutral | -3.1% | Announces timing of Q4 and fiscal 2025 results and conference call. |
| Feb 11 | Disney collection launch | Positive | -0.3% | Debut of 92‑product Disney Princess Collection across body and home. |
| Feb 06 | Dividend declaration | Positive | +3.6% | Declares regular quarterly cash dividend of <b>$0.20 per share</b>. |
| Jan 09 | Fragrance portfolio refresh | Positive | +2.3% | Brings back rose favorites and introduces new Nocturnal Rose line. |
Recent product and distribution news (Disney collection, Amazon launch, fragrance refreshes) often saw modestly positive or mixed price reactions, with only one small divergence on a collaboration headline.
Over the past few months, Bath & Body Works has focused on brand reach and product innovation. It launched an authorized Amazon U.S. storefront on Feb 20, 2026, announced an upcoming earnings release for Mar 4, 2026, and rolled out a Disney Princess Collection and refreshed rose fragrances. A cash dividend of $0.20 per share was declared for payment on Mar 6, 2026. The new PEEPS® collaboration fits this pattern of themed collections and gifting-focused assortments.
Market Pulse Summary
This announcement highlights a seasonal Bath & Body Works x PEEPS® collaboration spanning body care, home fragrance, décor and accessories, with early online access for loyalty members on March 1 and full launch on March 2. It continues a recent pattern of themed assortments following the Disney Princess and rose collections. In context of prior financial updates and the upcoming earnings release, investors may watch how such limited-time lines support traffic, gifting demand, and progress on the company’s broader turnaround initiatives.
AI-generated analysis. Not financial advice.
Limited-time collection brings the iconic Marshmallow treat to life through fragrance and festive gifting
What to know:
- Bath & Body Works is launching a limited-time PEEPS® collaboration for spring and Easter. The joyful, nostalgia-driven collection brings the iconic Marshmallow treat to life across body care, home fragrance, décor and accessories.
- The collection features a marshmallow gourmand fragrance, Peepin’ It Real. Developed with world-class perfumers, the scent blends fluffy marshmallow, sugar crystals and whipped vanilla to deliver a true-to-life, crave-worthy fragrance experience inspired by PEEPS®.
- The collection will be available to Bath & Body Works loyalty members online beginning Sunday, March 1, and to all consumers Monday, March 2 in stores and online across the U.S. and Canada.
COLUMBUS, Ohio, Feb. 27, 2026 (GLOBE NEWSWIRE) -- Bath & Body Works is welcoming spring with a playful collaboration with PEEPS®, the iconic Marshmallow treat synonymous with Easter. The limited time collection adds a sweet dose of color and fun to Easter and spring celebrations. The collection will be available to Bath & Body Works loyalty members online beginning Sunday, March 1, and to all consumers Monday, March 2 in stores and online across the U.S. and Canada.
A go to destination for feel good gifting, Bath & Body Works makes the season even more joyful with a curated assortment perfect for baskets, hostess gifts and spring celebrations. The Bath & Body Works x PEEPS® collection spans body care, home fragrance, décor and accessories.
Known for its leadership in gourmand fragrance, Bath & Body Works brings its expertise to the collaboration by transforming a fan favorite treat into a true to life scent experience. Developed in partnership with world-class perfumers, the collection captures the unmistakable sweetness of PEEPS® in fragrance form.
The brand-new scent, Peepin’ It Real, features notes of fluffy Marshmallow, sugar crystals and whipped vanilla, delivering a soft, sweet and comforting fragrance that channels everything fans love about PEEPS®.
The collection includes ultimate hydration body cream, body wash, fine fragrance mist (full size and travel size), shapeable soap, lip gloss, single wick candle, foaming hand soap, PocketBac hand sanitizer, Bunny backpack, Bunny tote, Bunny socks, Bunny tray, candle pedestal, car diffuser and coin purse.
“We are so excited to partner with PEEPS®, an iconic symbol of spring,” said Kristie Lewis, senior vice president of merchandising. “This collaboration was all about capturing that feeling of joy and tradition that comes with the season. By bringing this beloved Easter classic to life through fragrance and gifting, we’re giving consumers a fun, feel good way to celebrate spring’s happiest moments.”
“PEEPS® has always been about celebrating the simple joys of spring, and this collaboration brings that spirit to life in a whole new way,” said Caitlin Servian, brand manager for PEEPS®. “Partnering with Bath & Body Works allowed us to reimagine our iconic Marshmallow treat beyond the candy aisle, creating playful, feel good fragrances and gifts that invite fans to enjoy the sweet scents of Easter!”
For more information about the new Bath & Body Works x PEEPS® collection, visit bathandbodyworks.com.
ABOUT BATH & BODY WORKS
Home of America’s Favorite Fragrances®, Bath & Body Works is a global leader in personal care and home fragrance, including top selling collections for fine fragrance mist, body lotion and body cream, 3wick candles, home fragrance diffusers and liquid hand soap. Powered by agility and innovation, the company’s predominantly U.S.-based supply chain enables it to deliver quality, on trend luxuries at affordable prices. Bath & Body Works serves and delights customers however and wherever they want to shop, from welcoming instore experiences at 1,934 company operated Bath & Body Works locations in the U.S. and Canada, 544 international franchised locations and an online storefront at bathandbodyworks.com (as of Nov. 1, 2025).
ABOUT JUST BORN QUALITY CONFECTIONS
Just Born Quality Confections is a third-generation, family-owned candy manufacturer with its purpose to create joyful moments and stronger communities. Just Born is the maker of some of America’s most beloved and iconic brands — PEEPS®, MIKE AND IKE®, HOT TAMALES® and GOLDENBERG’S® PEANUT CHEWS®. Just Born has been part of family traditions and memories for more than 100 years. In 1923, founder Sam Born opened a small candy shop in Brooklyn, New York, where he marketed the freshness of his daily-made candy with a sign that declared “Just Born.” Together with Born’s brothers-in-law, Irv and Jack Shaffer, the company thrived and, in 1932, moved its operations to Bethlehem, Pennsylvania, where it has grown to become one of the largest candy companies in the U.S. by giving back to the community, being good environmental stewards and creating a culture where people want to work.
For more information, visit justborn.com. Follow @JustBornInc on Instagram, Facebook and X (formerly Twitter).
MEDIA CONTACT:
Bath & Body Works Media Relations
Ashley Nedelman
Communications@bbw.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/78a06ca6-348a-4f7d-a1be-54f24960ccb9
FAQ
When will the Bath & Body Works (BBWI) x PEEPS® collection be available?
What is the signature scent in the Bath & Body Works (BBWI) PEEPS® collection?
Which product types are included in the Bath & Body Works (BBWI) x PEEPS® spring assortment?
Is the Bath & Body Works (BBWI) x PEEPS® collection a limited‑time release?
Will the Bath & Body Works (BBWI) x PEEPS® products be sold in Canada?
How does Bath & Body Works (BBWI) describe the inspiration behind the PEEPS® collaboration?
