All Play Perfume, the Official Major League Baseball (MLB) Fragrance Category Sublicense Partner in the USA, has partnered with International & Travel Retail Consultants (ITRC) to launch a baseball-inspired fragrance collection in the USA and Caribbean travel retail market.
The initial roll-out will target airport, duty-free and cruise retail channels, with inventory expected to be available from September ahead of a broader autumn/winter 2026 launch.
The collection combines official MLB team branding with premium fragrance and collectible packaging, positioning itself as a lifestyle offering designed for gifting, collecting and fan engagement.
At the heart of the range is a patented baseball-inspired bottle design. The masculine collection features signature red stitching detail with polished metallic accents. The feminine range incorporates sand-coloured stitching and polished gold accents.
The initial launch will feature fragrances representing eight MLB teams: the New York Yankees, Los Angeles Dodgers, Boston Red Sox, Chicago Cubs, San Francisco Giants, Atlanta Braves, Philadelphia Phillies and St. Louis Cardinals.
The licensing agreement extends across all MLB teams, enabling future expansion based on retailer demand, airport location, cruise itineraries and regional fan preferences.
Positioned within the accessible premium fragrance segment, the 100ml collection is available at a suggested retail price of US$68. According to ITRC, the collection was developed to appeal to both fragrance consumers and sports fans seeking licensed products with broader lifestyle appeal.
To strengthen its fragrance credentials, All Play Perfume partnered with French fragrance house L’Office des Parfums, which developed and produced the range in Grasse, France. The fragrances combine premium ingredients with French perfumery expertise while being tailored to the preferences of the American fragrance market.
According to ITRC, the concept has was designed specifically with travel retail in mind. It expects the brand to perform well in key American gateways, where airport retailers already tailor assortments around home-market teams with jerseys, baseball caps and other sports merchandise.
The licensing programme also supports flexibility in cruise retail offering merchandise from multiple teams specific to passenger demographics and itineraries.
“All Play is a natural fit for travel retail because it instantly connects emotion, destination and gifting,” commented ITRC President Rob Robertaccio.
“The baseball-inspired bottle creates immediate stopping power, while the MLB team connection gives retailers a strong story around fan identity, sense of place and collectible appeal.
“Cruise ships bring together fans from every region, which makes a multi-team assortment especially compelling,” he added. “A Miami sailing, for example, can still create demand for Yankees, Dodgers, Cubs, Red Sox, Phillies or Braves products because the passenger base reflects a broad cross-section of American fans.”
The collection is expected to resonate with travelling baseball fans visiting the USA and Caribbean, ITRC said. MLB broadcasts reach more than 203 countries and territories, while globally recognised franchises such as the New York Yankees and Los Angeles Dodgers are expected to drive appeal among sports fans.
“With All Play, we wanted to capture the soul of the game in a product fans can wear, collect and gift,” commented All Play Perfume Strategic Advisor Gil Mannarini.
“This is not simply a licensed fragrance. It is a lifestyle object inspired by the emotional connection people have with baseball and the iconic teams that define American sports culture.” ✈
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