Disney is ramping up its collaborations in the fashion world: recent partnerships with Harry Lambert x Zara, Coperni, and the extraordinary installations currently being set up by Selfridges in London demonstrate how seriously the Company is investing in the sector, maximizing the value of its timeless classics. Winnie the Pooh is at the top of the list and is preparing for a big 2026: he is not only a character loved by generations but also a symbol of sweetness and nostalgia. With his 100th anniversary coming in 2026, Pooh enters a strategic phase for brands, thanks to his ability to evoke positive emotions and connect with a wide audience—from moms to millennials, and young women aged 18–30.
Why is he so relevant?
He is the #1 “cute character” among young women and the #3 most requested for baby products. He is also the second-best-selling Disney classic property and the third most profitable media franchise of all time. But the real playground remains fashion. In the past two years, collaborations have emerged that have attracted great attention: Crocs x Winnie the Pooh (2025), with capsules featuring “hunny” details and exclusive Jibbitz; Skinnydip London, with pajamas and accessories featuring original graphics; Vera Bradley, which introduced bags and backpacks made from recycled cotton with dedicated patterns; and DUCK Group, with ready-to-wear and beauty collections inspired by the values of friendship and kindness. Therefore, new high-profile partnerships can be expected in 2026, scheduled between March and December. Disney has already planned major activations: celebratory packaging, new content and TV series on Disney+, musical tours, and pop-up stores. Sabor at BLE had an entire area dedicated to Pooh, presenting outfits for women and girls, including accessories.
Why does Sabor believe Winnie the Pooh is a strategic asset?
The franchise embodies universal values, adapts to both luxury and streetwear capsules, and rides the nostalgia trend that dominates fashion. The centenary will be the ideal platform for new collaborations and high-impact campaigns: Sabor is ready!