NEW YORK, May 6, 2026, 18:04 EDT
Chad Michael Murray rolled out his new candle brand, Coast to Coast by Chad Michael Murray, during a live spot on “Today” this week—he handed out early samples to Craig Melvin, Dylan Dreyer, and Al Roker right on set. The launch connects directly to his role on The CW’s “Sullivan’s Crossing,” with his inaugural candle, “California Summer,” referencing his character, California “Cal” Jones. People
It’s not just a celebrity tie-in. With “Sullivan’s Crossing” now in its fourth season, Murray is pushing the new direct-to-consumer product during the show’s current run, banking on nostalgia, location, and fans’ memories of the characters. The product sells on the brand’s own site, not through a retail chain.
The candle launch follows a trend among TV actors seeking extra income outside their main gigs—lifestyle merchandise is a fast track where fan interest often translates to sales. This initial offering from Murray carries a $65 price tag, and according to the Coast to Coast site, it ships by May 25, maybe earlier. There’s also a twist: one out of every 10 candles will feature Murray’s autograph.
Murray pitched the launch on “Today” as another round in the ongoing gift swap with the show’s hosts. Entertainment Weekly noted he’d shown up earlier with calendars, got a jersey in return, and then came back Monday carrying candles. “Scents are memories, right? They can transport you,” Murray told viewers during the segment. Ew
The opening fragrance doesn’t shy away from its initial impression. According to the product page, top notes include fennel, cardamom, and ginger, followed by a middle layer of amber, cedar, and lavender, and a base of sandalwood plus musk. It’s a 12-ounce candle, hand-poured in California using a soy wax blend, and promises around 50 hours of burn.
The candle business rivalry is already in play. Back in 2025, Melvin rolled out his Melvin Made candle line, directing profits to cancer charities, according to People. On air, Murray quipped to Melvin that the two had “a little bit of a thing” in the candle market. People
That TV link comes in handy. Bell Media—responsible for airing “Sullivan’s Crossing” in Canada—confirmed that season 4 will bring 10 one-hour episodes, all shot in Nova Scotia. Locations include Halifax, Hubbards, Sackville, Mount Uniake, and Mi’kmaq First Nations territories. This time, the main arc follows Maggie (Morgan Kohan), who’s reaffirming things with Cal—until her ex-husband Liam shows up and shakes everything up. Bell Media
Murray has woven the idea of family-friendly work into the show’s narrative. Talking to People in 2025, he mentioned praying for a project that would keep him near his wife, Sarah Roemer, and their three kids—he wanted to “be around to be a dad,” he told the magazine. People
The candle business faces a tougher challenge than just getting a friendly spot on morning TV. Coast to Coast hasn’t shared inventory figures, sales goals, or hinted if additional scents are on the way. With a $65 price tag, whether buyers come back could hinge on if they view it as a lasting home staple or just a novelty for fans.
So far, Murray’s approach is tightly focused—just a single fragrance, a single series tie-in, and one shot on live TV. That could be all he needs to gauge whether fans of “Sullivan’s Crossing” really want a piece of Cal Jones for themselves.
