Godzilla x Santa Cruz Skateboards
In celebration of Godzilla’s 70th anniversary, California skate culture icon Santa Cruz went BIG with its debut King of the Monsters collaboration. Aligning with the Godzilla’s core brand tenet, Santa Cruz debuted its largest skate deck ever with the monster-sized 11 x 32″ Godzilla deck, complete with scale-inspired texture. In addition to decks, the Santa Cruz x Godzilla collection also furnished fans of multiple incarnations of Godzilla with a host of apparel and accessories. For this collaboration, Santa Cruz tapped some of their favorite artists to reimagine the classic graphics of Corey O’Brien, Tom Knox, Rob Roskopp, and Natas Kaupas, based on the original artwork by Jim Phillips. Designs span multiple Godzilla movies and include monsters like Shin Godzilla, Mechagodzilla, Hedorah, Minilla, Mohra, Baby Godzilla, SpaceGodzilla, King Ghidorah, Ebirah, King Caesar, Jet Jaguar, Gigan, Kamacuras, and Megalon.
Jean-Michel Basquiat x Dom Perignon (Artestar & Sagoo)
For Dom Pérignon’s tribute to Basquiat with their special edition Vintage 2015, they chose a work by the artist that is as meaningful as it is enigmatic, “In Italian” (1983). The resonance between Dom Pérignon and the universe of Jean-Michel Basquiat is symbolized by a graphic and conceptual tête-à-tête that superimposes the shield, emblem of the Maison, and the three-branched crown—a statement and a signature icon of the artist. This art of assemblage is reflected in the special edition, with three unique coffrets, each showcasing parts of Basquiat’s masterpiece as a tribute to this creative process. The program included deep worldwide distribution and launch parties around the world, including a star-studded activation at The Brant Foundation in NYC with a showcase of Basquiat’s actual “In Italian” painting.
Keith Haring x Jean Paul Gaultier (Artestar)
Parisian fashion brand Jean Paul Gaultier rang in LGBT Pride in 2024 with a special edition perfume bottle and can inspired by Keith Haring’s iconic fresco mural that he created at the NYC LGBT Community Center in 1989 to celebrate the 20th anniversary of the Stonewall riots, aka the beginning of the LGBTQ liberation movement. Not only was this the first time ever that this iconic mural was used in a product licensing program, but Jean Paul Gaultier also produced immersive pop-up activations at several Pride parades around the world throughout 2024, all of which integrated the mural artwork. This program brought together two icons to tell an incredibly unique and meaningful story, with real on-the-ground impacts to the LGBT community, which Haring was a part of.
Krispy Kreme x Ghostbusters
In celebration of the 40th anniversary of the original Ghostbusters film and Halloween, Krispy Kreme and Sony Pictures Consumer Products debuted a spine-tingling selection of doughnuts in a custom Ghostbusters specialty box. The program ran in stores nationwide October 7th through Halloween. Krispy Kreme and Ghostbusters fans enjoyed a limited-edition Krispy Kreme x Ghostbusters assortment featuring the Ghostbusters Cookies N’ Creme Doughnut made with OREO, Slimer Doughnut, Ecto-Sprinkled Doughnut, and Stay Puft Marshmallow Man Pull-Apart Doughnut. Alongside the Krispy Kreme x Ghostbusters doughnuts was a chilling new drink, the Slimer’s Slime-ade Chiller, in a signature ectoplasm green. Krispy Kreme executed an integrated marketing campaign in support of the collaboration including publicity, in-store signing, paid and organic social content.
MONOPOLY x Nike x WS Game Company
In November 2024, Hasbro and Nike launched two special MONOPOLY-themed LeBron XXII shoe editions, “Currency” and “Token,” to celebrate his 22nd season. Inspired by LeBron’s love of MONOPOLY and dedication to hard work, the launch garnered 28 media placements, totaled more than 757.8 million impressions, and earned a spot on License Global’s 2024 Editor’s Choice Favorite Licensed Toys & Games List. To support the launch, Hasbro licensee WS Game Company released an exclusive MONOPOLY: LeBron James Edition board game. A limited 400 units were produced for influencer seeding. On MONOPOLY Day (11/19), LeBron’s House Three Thirty hosted a MONOPOLY-themed community event in Akron, Ohio. Students at I Promise School participated in a gamified experience using special MONOPOLY Money to learn financial literacy and received the collab’s special board game and shoes.
POPMART x Coca-Cola
POP MART’s Labubu Coca-Cola series launched captivating collections blending wintery charm and the iconic spirit of Coca-Cola during the holidays. Featuring “The Monsters,” Labubu and Zimomo, the limited edition collab contained two launches—The Monsters Coca-Cola Figures and The Monsters Coca-Cola Vinyl Plush Blind Box. From figurines such as “Snowy Mountain” and “Little Snowman,” this series is perfect for Coca-Cola collectors who love the excitement of the holidays and Labubu’s whimsical style. Consumers were surprised to uncover a secret edition figurine, the Labubu Express, with 1/120 chance of unboxing. A number of digital and experiential events were held for the launch, covering cities like Shanghai, Chengdu, Hangzhou, and more. Unboxing videos and user generated content spread globally across social media, resulting in over 50 million media impressions.
Squid Game x Johnnie Walker
A signature partner for the launch of Squid Game season three, Johnnie Walker introduced their limited edition whiskey collaboration inspiring fans to “Pick Your Player.” With unique product integration, 456 different labels were developed representing each of the competitors in the games, helping drive collectability for fans at retail. Over 95,000 cases and more than one million bottles were distributed in all 50 US states and over 25 countries around the world. The campaign has yielded over two billion marketing/PR impressions and included a stunt in Times Square featuring the iconic game “Green Light/Red Light.”
Van Gogh Museum x Solé Bicycles (IMG)
Solé Bicycles created a limited-edition Almond Blossom Bicycle in collaboration with the Van Gogh Museum—a partnership that brings together iconic symbols of freedom, movement, and the appreciation of nature. The collaboration embodies a blend of Dutch artistry and Californian lifestyle and features a hydro drip graphic adaptation of Vincent van Gogh’s renowned Almond Blossom painting, which has been water transferred onto a Solé Bicycle Hi Tensile Steel frame. Just as Van Gogh’s paintings often showcase rural landscapes and the serenity of the outdoors, Solé Bicycles provides a platform for cyclists to experience the joy of exploring new places and the beauty of nature firsthand.
