Minions From ‘Despicable Me’ Now Have Candles – WWD

Scent The Joya franchise has taken an animated transformation with its latest collaboration.

The Brooklyn-based brand, founded by Frederick Bouchardy, is launching a collection based on Minions, the Disney characters from the “Despicable Me” series. The three candles, launched this month on its website and Hypebeast, are priced between $250 and $270 each.

“Partnerships play an important role in what we do, because it is a business venture,” Bouchardy said. “They are an opportunity for us to express a different voice and explore our own abilities, as well as a different side of ourselves.”

The Minions collection, Bouchardy reasoned, would bring in a new customer for the brand with a premium price tag for three candles. “They have such strong brand awareness. You go anywhere in the world and people know what those little guys are,” he said. “Customers are collectors of novelty. It is a collection of cars and toys. We have an audience that realizes what we’re doing is complicated. ”

Next up for Joya: a collection created with Lucali, the beloved pizzeria in Brooklyn, NY. “It’s calling out these key ingredients from founder Mark Iacono’s life, including his grandfather’s drink, which was an espresso with Sambuca in it,” Bouchardy said. Of course, the collection, which debuted for National Pizza Day, also gives a nod to the restaurant’s signature item – with a limited-edition sauteed garlic candle.

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