Warner Bros. Discovery has launched a wide-ranging merchandise campaign tied to the upcoming film Practical Magic 2, teaming up with dozens of fashion, home and beauty retailers on limited-edition collections inspired by both the 1998 original and its 2026 sequel. The tie-in push, which begins rolling out on 3 August and continues through August, September and October, is designed to capitalise on renewed interest ahead of the sequel's cinema release on 10 September, extending the film's reach well beyond the box office into everyday retail categories.

The launch kicks off with a 151-piece range from Wayfair, marking the homeware retailer's first-ever film partnership, alongside products from the WB Shop's own official collectibles, clothing, accessories and home goods line. Further collaborations are due from brands including Charlotte Tilbury Beauty, Flamingo Estate, Diff Eyewear and Awe Inspired, plus confirmed partners such as SharkNinja, Loungefly, Hot Topic, Primark, Scentsy and Insight Editions, which is publishing a Practical Magic colouring book and tarot deck. The sequel reunites Sandra Bullock and Nicole Kidman as the Owens sisters, with a cast including Joey King, Lee Pace and Maisie Williams, and is based on Alice Hoffman's 2021 novel The Book of Magic.