Starbucks Debuts Wicked-Inspired Drinkware
Debra John — October 21, 2024 — Marketing
Wicked-Inspired Drinkware is being introduced as part of Starbucks' collaboration with Universal Pictures to celebrate the holiday release of the cinematic event Wicked. Specifically, this new collection features drinkware inspired by the Emerald City and its iconic characters.
Beginning November 7, "participating stores in the United States, Canada, and select international markets will offer a variety of cold cups, tumblers, keychains, and additional items." This limited-edition collection includes vibrant shades of "pink, bold green, and glistening gold, and will be available while supplies last." Notably, the drinkware is organized into two distinct categories, 'Glinda's Collection' and 'Elphaba's Collection.'
Within Glinda's Collection, consumers will find three items, the 'Prism Cold Cup with Wand Straw Topper,' the 'Pink Glitter Cold Cup,' and the 'Pearl Tumbler with a “G” Charm.' In contrast, the Elphaba Collection features the 'Pleated Glow-in-the-Dark Cold Cup with Broom Straw Topper,' the 'Defy Gravity Glow-in-the-Dark Cold Cup,' and the 'Gemstone Cold Cup with Emerald City Straw Topper.'
Image Credit: Starbucks
Beginning November 7, "participating stores in the United States, Canada, and select international markets will offer a variety of cold cups, tumblers, keychains, and additional items." This limited-edition collection includes vibrant shades of "pink, bold green, and glistening gold, and will be available while supplies last." Notably, the drinkware is organized into two distinct categories, 'Glinda's Collection' and 'Elphaba's Collection.'
Within Glinda's Collection, consumers will find three items, the 'Prism Cold Cup with Wand Straw Topper,' the 'Pink Glitter Cold Cup,' and the 'Pearl Tumbler with a “G” Charm.' In contrast, the Elphaba Collection features the 'Pleated Glow-in-the-Dark Cold Cup with Broom Straw Topper,' the 'Defy Gravity Glow-in-the-Dark Cold Cup,' and the 'Gemstone Cold Cup with Emerald City Straw Topper.'
Image Credit: Starbucks
Trend Themes
1. Pop-culture-driven Product Lines - Collaborations between major brands and film franchises, like Starbucks and Wicked, are crafting unique merchandise that generates buzz and deepens consumer engagement.
2. Limited-edition Merchandise Craze - Exclusive, time-sensitive products, such as Starbucks' limited-edition drinkware, tap into consumer FOMO (Fear of Missing Out) to drive immediate sales and brand loyalty.
3. Character-themed Collections - Creating product lines around beloved characters, exemplified by Glinda's and Elphaba's collections, caters to fans' emotional connections and encourages themed collecting.
Industry Implications
1. Beverage Accessories Market - Specialty drinkware inspired by cultural moments can elevate brand positioning and attract a specific consumer segment interested in collectible and thematic items.
2. Entertainment Merchandising - Companies are leveraging blockbuster movies and popular stories to create lucrative, co-branded merchandise that makes a substantial impact in the retail market.
3. Retail Collaboration Ventures - Partnerships between well-known retail brands and entertainment giants are innovating the way merchandise is designed and marketed to diverse international audiences.
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