Core Insights - Yankee Candle Company has announced a year-long partnership with Reese's Book Club to create quarterly limited-edition fragrances that align with the themes of the book club's seasonal reading selections [1][2] Product Collaboration - The partnership will feature four exclusive candle fragrances released quarterly throughout 2026, starting with "A Fresh Chapter," which complements the book "The First Time I Saw Him" by Laura Dave [2][3] - Each fragrance is designed to evoke emotions and themes from the corresponding book, with notes such as pomelo, blooming roses, and warm amber [3] Experiential Activations - The collaboration will include experiential activations, such as pop-up events where book and candle lovers can gather to read and connect, enhancing the community experience [4] - Yankee Candle will also participate in Shine Away 2026, an immersive experience aimed at empowering women through storytelling and creativity [5] Brand Positioning - The partnership allows Yankee Candle to authentically connect with a community of readers, enhancing the brand's mission of creating joy and self-care through scent [4] - Yankee Candle's history of creating evocative fragrances positions it well within the consumer goods market, appealing to both existing fans and new consumers [7][9]