Coca-Cola x Star Wars
“Coca Cola x Star Wars: Refresh Your Galaxy” united fans across more than 45 markets through a global campaign featuring 30 character designs and an AR experience. Celebrating decades of collaboration, the program inspired connection and elevated both brands through storytelling, community, and engagement. The hero TVC served as a cultural touchpoint, tapping into nostalgia with over 10 million views on YouTube. Retailer excitement across NAM included more than 12,000 lobby displays and 39,000 shipper/dump bin displays, driving incremental visibility and commercial lift. The campaign generated over 2.9 billion media impressions and exceptional engagement. In NAM, fans scanned packs over 524,000 times and, among those completing the AR journey, an impressive 98% shared their experience. The program ranked in top percentile “excite” scores, reinforcing global resonance in key markets.
Dove x Bridgerton (Seltzer Licensing Group)
Being Dove’s first entertainment license, the Dove x Bridgerton collaboration carries forward Dove’s mission of highlighting real beauty and celebrating those who treat themselves royally, despite societal beauty standards. The partnership launched with a robust 20-SKU personal care collection across six product formats and four bespoke fragrances, followed by a purposeful 360-degree campaign rooted in both brands’ shared values: romance, softness, and unapologetic self-expression. Brought to life through a hero film and standout retail displays, the collection sold in over 10 million units globally. Developed with fragrance hall-of-famer Ann Gottlieb, the collaboration secured 12-week feature endcaps across more than 2,000 Target doors. Over 50 press pickups contributed to more than 570 million marketing impressions. Following launch, sales performed 28% above category average and are projected to exceed Target’s forecast by 30% and hit 73% of total sales in the first wave.
Dungeons & Dragons x Stranger Things
A best-in-class collaboration that brings Stranger Things back to its roots: the Dungeons & Dragons table. This premium boxed game delivers a fully authentic experience, inviting fans to “join the Hellfire Club” and play Eddie Munson’s campaign straight out of Hawkins. The set transforms one of the show’s most beloved storylines into a narrative-driven adventure. It serves as the perfect entry point for new viewers, while rewarding seasoned players with rich references and replayable content. Critics and fans alike have praised the game as an example of how licensed games can deepen fandom. By using smart in-world storytelling, the product boosted interest in D&D and successfully turned passive viewers into active participants.
Hello Kitty and Friends x TMNT x McDonald’s
The Hello Kitty® and Friends x Teenage Mutant Ninja Turtles® and McDonald’s Happy Meal® collaboration delivered a truly original and surprising program by uniting two iconic global franchises in an unexpected, high-impact mash-up, featuring 12 exclusive limited-edition toys, an exclusive ‘The Power of Friendship’ story and activity book, and a mobile game, reimagining beloved Hello Kitty and Friends characters with bold TMNT energy. This playful crossover delighted both families and collectors, driving strong demand and rapid sell-through across global markets. The creative execution balanced nostalgia with fresh design, introducing ninja-inspired Hello Kitty characters and colorful, personality-driven Turtle variants. By blending two distinct fandoms into one cohesive, joyful experience, the collaboration stood out as innovative and culturally relevant.
The LEGO Group x Van Gogh Museum
The LEGO® Group x Van Gogh Museum collaboration brilliantly reimagines Vincent van Gogh’s iconic Sunflowers (1889) as an immersive 3-D LEGO® art set, engaging global audiences through creative play and cultural storytelling. The 2,615-piece LEGO® Art Vincent van Gogh Sunflowers set (developed in close cooperation between museum experts and LEGO® designers) captures the masterpiece’s vibrant light, colour, and texture, and is complemented by a podcast with curatorial insights to deepen audience connection. This partnership goes beyond a product launch, featuring a podcast recorded in front of the original artwork in Amsterdam, a large LEGO® Yellow House installation at the museum, global marketing activations, and a virtual tour to broaden accessibility and engagement in 2025. Its innovative fusion of art, education, and play has invigorated interest in Van Gogh’s work across age groups and markets.
TROJAN x Dr. Squatch (Brandgenuity)
Brandgenuity and Collaborations Licensing ignited a buzz-worthy, culture-forward moment by uniting Dr. Squatch with the Trojan Condoms brand for a limited-edition Valentine’s Day 2025 collaboration. The disruptive pairing delivered an exclusive bundle featuring Dr. Squatch’s iconic soap and a custom three-pack of Trojan Bareskin Raw condoms, sold exclusively on Dr. Squatch’s website. Two playful SKUs—a premium gift set and the bouquet-inspired “Bro-quet”—redefined Valentine’s gifting with humor, originality, and relevance. The integrated marketing campaign broke through across paid and organic social, influencers, and PR, driving immediate consumer response. More than 35,000 units sold out in just 17 days, proving the collaboration’s cultural resonance and commercial power—establishing it as a repeatable, scalable model with another Valentine’s Day collaboration launching for 2026.
