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.
