The Nutcracker’s commercial appeal is no secret. For many ballet companies, it’s a guaranteed moneymaker that supplies a substantial share of their annual income. In 2021, for example, Reuters reported that New York City Ballet earned about 45 percent of its annual ticket sales during its roughly five-week run of the festive classic.
Now, ballet companies aren’t just leveraging The Nutcracker to sell tickets; they’re also partnering with lifestyle brands on themed collaborations, marketing everything from tulle skirts to tableware. This season alone, three major collaborations have emerged, two of which involve New York City Ballet. Read on to learn more about them and discover what dance retailers can learn from their success.
New York City Ballet x Anthropologie
Back in September, global lifestyle brand Anthropologie announced the launch of an exclusive homeware collaboration with New York City Ballet, inspired by the enchantment of George Balanchine’s The Nutcracker. Featuring plush blankets, intricate ornaments, ceramic candles, and light-catching dinner and tableware, the collection aims to “transform the ethereal artistry of the stage into tangible treasures for the home,” inviting shoppers to “bring the theater into [their] holiday rituals,” according to a press release.
“We wanted each piece to carry a sense of surprise, ornate charm, and make the home more inviting and every holiday gathering a celebration,” commented Katherine Finder, chief merchandising officer at Anthropologie Home. Other products include embroidered throw pillows and ornaments capturing the playful spirit of the Mouse King and the grace of the Sugarplum Fairy.
Items are available exclusively at Anthropologie stores across the U.S. and U.K., as well as online at anthropologie.com. A curated assortment is also offered at the New York City Ballet gift shop.
New York City Ballet x Gymboree
New York City Ballet is taking part in not one but two Nutcracker-themed collaborations this winter season. The second, announced in early November, is with U.S.-based childrenswear brand Gymboree.
“Partnering with New York City Ballet lets us blend Gymboree’s heritage of timeless design with one of the season’s most iconic stories,” said Gymboree senior vice president and head of marketing Smeeta Khetarpaul in a pres release. “This collaboration celebrates the enchantment of George Balanchine’s The Nutcracker® and offers families a beautifully crafted collection designed to make every holiday moment feel special.”
Drawing inspiration from the ballet’s costumes, characters, and color palettes, highlights of the collection include a cozy knit bodice with festive embroidery and a layered tulle skirt, an embroidered Nutcracker sweater, and flannel Nutcracker pajamas with piped trim. Available on Gymboree’s website, many items are currently trending, top-rated, and among the most favorited (at the time of this writing).
English National Ballet x Mini Boden
On November 3, English National Ballet (ENB) announced a collaboration with British children’s clothing retailer Mini Boden on Instagram. As part of the partnership, dancers from ENB’s school, along with company artists Taela Graff and Lois Fraiz, showcased the brand’s Nutcracker-themed designs, dancing in them in campaign imagery and videos. The collection includes navy-blue tulle skirts appliquéd with the Nutcracker character, ballerinas, and fairies, as well as smocked dresses, boys’ trousers, Fair Isle cardigans, and jumpers featuring similar sparkly motifs. They brought the garments to life through choreography set to the “Waltz of the Flowers” for promotional photos and videos.
The collection appears to be very popular: Most items are already marked “selling fast” on Mini Boden’s website, and social media is buzzing with positive reactions. “I need! Especially [for] heading to the ballet with [my daughter] after her ballet class,” wrote French baker, cook, and influencer Manon Lagrève on the original post. “Thank you for hiring real ballet dancers. So refreshing,” added another user, highlighting a common critique of balletcore-inspired fashion: Many brands feature models in ballet poses rather than actual dancers executing a move, which can frustrate the dance community.
What Can Dance Retailers Take From This?
The Nutcracker clearly sells more than just tickets, and retailers can continue tap into its festive appeal by decorating their stores to catch shoppers’ attention. “Recently I have been picking different scenes from the ballet and decorating from that,” shared Danielle Keys-Magaña, manager of Allegro Dance Boutique’s Barrington, IL, location in DRN’s recent holiday displays article. One year, her store showcased the “Snow” scene, covering windows in paper and spray-on snowflakes and adding fake snow to mirrors. Last year, the “Land of Sweets” inspired gingerbread-house-decorated mirrors and candy-themed windows.
While the items highlighted in the collaborations above aren’t available for wholesale, stocking other Nutcracker-themed products is still an effective way to bring the ballet’s magic into your store—and boost seasonal sales.
More broadly, the growing number of ballet companies partnering with major retail brands this year (holiday-focused or otherwise), and the positive reactions to them, signals a rising appetite among mainstream consumers for ballet-inspired lifestyle products. As DRN noted in our recent coverage of The Royal Ballet’s collaboration with Reiss, retailers should be prepared to welcome new customers drawn in by the broader cultural interest in ballet aesthetics, and consider how they can leverage the enduring popularity of “balletcore” to attract a wider audience year-round.
Emily May is the editor of Dance Retailer News.