More than two decades after its television run ended, FRIENDS continues to demonstrate the commercial longevity of entertainment IP in India. The sitcom is finding new life across jewellery, beauty and merchandise, as brands tap nostalgia among millennials while introducing the property to younger consumers.
The latest entrant is Indian handbag and accessories brand Miraggio, which has partnered with Warner Bros. Discovery Global Consumer Products for a limited-edition FRIENDS-inspired collection, launched on July 28.
Designing beyond conventional merchandise
For Miraggio founder and CEO Mohit Jain, the opportunity began with a broader consumer trend rather than the sitcom itself: nostalgia.
“This year the trend was nostalgia. The team wanted to bank on it and create something that really hits consumers emotionally,” Jain says.
The brand explored multiple nostalgia-led concepts before FRIENDS emerged as the strongest fit. According to Jain, its ability to connect millennials and Gen Z made the property particularly relevant.
The strategic challenge was translating recognition into fashion rather than simply reproducing familiar show imagery. That distinction positions the collaboration closer to lifestyle branding than traditional licensed merchandise.
From sitcom fandom to brand language
The partnership highlights a wider shift in how brands are evaluating legacy entertainment properties. Rather than relying solely on fandom, marketers are increasingly using recognisable cultural cues to create emotional shortcuts and contemporary products.
For brands, the opportunity is significant: nostalgia provides familiarity, while design-led execution can make legacy IP relevant to consumers who never watched the show during its original run.
The Last Word
The next phase of nostalgia marketing will not be about selling memories—it will be about redesigning them for new consumers.