Beyond Coffee: The Starbucks Merchandise Collabs Building New Brand Love

Starbucks has sold merchandise since 1994, when its popular City Mugs debuted, but it’s recently ramped up that strategy as part of a plan to become more culturally relevant, connect with new audiences, and engage loyal fans. These days, Starbucks is just as well-known for its viral collections that sell out quickly as for its coffee beverages. Along with creating its own lines like the Bearista glass cold cup, over the past two years it’s teamed up with collaborators ranging from franchises Peanuts and Hello Kitty to fashion companies such as Dandy and Farm Rio. “We want when people walk into a Starbucks to feel really excited about what's on the shelf,” said global chief brand officer Tressie Lieberman. Part of the brand’s strategy is “leaning into what people love about Starbucks and continuing to give them more participatory reasons to come together around the brand,” she explained. “We're creating these moments that help people unlock core memories around the brand.” ADWEEK looked at five of Starbucks’ most popular recent merchandise collaborations and how they’re bringing in new audiences and driving brand love. Peanuts (Fall 2026) Many Starbucks fans eagerly await the return of fall and the Pumpkin Spice Latte each year. To build excitement around the season, Starbucks teamed up with Peanuts for a nostalgic collection marking the 60th anniversary of the franchise’s classic special, It’s the Great Pumpkin, Charlie Brown. The partnership “made perfect sense” because Peanuts has an “inherent belonging in fall,” Lieberman said. The 10-piece line included a Snoopy glass cold cup, tumbler, tote bag, scarf, and hoodie, so fans could take the Peanuts gang along on their fall adventures. Dandy (Summer 2026) Southern California-based fashion brand Dandy, known for its embroidered hoodies with positive sayings, proved the ideal collaborator to capture a playful summer vibe. The road trip-themed collection came in retro pink, orange, and green hues, with sticker-like graphics decorating a cold cup, hat, hoodies, and charms. “We wanted not only to capture the nostalgia of a classic road trip, but to create something people could bring along with them for the ride,” said Dandy co-founder Kian Schank. Lieberman recalled some fans camping out overnight in Los Angeles and Seattle to get a piece of the collection. “It was just such an incredible brand moment,” she said. Owala (2025–2026) Starbucks has partnered with Gen Z favorite Owala multiple times. The reusable bottles feature Owala’s signature flip-top lids with Starbucks designs. The brand released editions for the holiday season and summer, including a vibrant pink version in July coinciding with its popular Pink Drink. Roller Rabbit (Winter 2025) Starbucks’ collaboration with lifestyle brand Roller Rabbit, known for its whimsical pajamas, sent fans into a frenzy. The collection of cups, tumblers, and mugs came in three designs, including Roller Rabbit’s cult favorite Love Monkey print and the holiday-themed Monkey Mas. TikTokers posted videos of their hunts for cups to match their monkey pajamas. “‘Cozy’ is a word that applies to both Roller Rabbit and Starbucks,” said Kap Pitarys, director of U.S. merchandise at Starbucks. “We were inspired by the idea of enjoying a cup of coffee in your pajamas with friends or family at this time of year.” Hello Kitty (Fall 2025) From her Japanese roots, Hello Kitty has become a global pop culture icon. Coincidentally, the cheerful white cat was born in the 1970s, like Starbucks. Hello Kitty helped make Starbucks merch more adorable, donning a green barista apron alongside her signature red bow. The 2025 holiday collection included a plush Hello Kitty toy, tumblers, mugs, and cold cups. It brought “that nostalgic vibe” to the holiday season, said Pitarys.

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Beyond Coffee: The Starbucks Merchandise Collabs Building New Brand Love

Starbucks is "unique because we're a coffeehouse that sells merchandise," said global chief brand officer Tressie Lieberman.

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Brittaney Kiefer

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