Starbucks taps Miffy mania with limited-edition merch drop
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Starbucks' new collaboration with Miffy launches May 19. Photo: Courtesy of Starbucks
Starbucks' new Miffy collaboration, launching Tuesday, could spark the coffee giant's next collector craze.
Why it matters: Starbucks tumbler drops — including last November's Bearista launch — already generate fast sellouts and resale buzz. Adding Miffy's global fandom and social-media appeal could supercharge demand.
Driving the news: Beginning May 19, Starbucks is launching a limited-edition Miffy collection across the U.S. and Canada featuring tumblers, mugs, cold cups, gift cards and plush toys.
- Starbucks says fans in the U.S. and Canada had been "clamoring" for the collaboration after launches in Singapore and Asia Pacific markets.
Catch up quick: Miffy, the white rabbit created by Dutch artist Dick Bruna in 1955, has become a global pop-culture icon with more than 85 million books sold.
Zoom in: Starbucks is also leaning into loyalty perks and exclusivity with the launch.
- Reserve members — the highest tier of Starbucks' Rewards program — are getting exclusive access to some Miffy items.
- For the first time, they're also getting early access to a Starbucks merchandise collection before it launches in coffeehouses.
- Reserve-exclusive items include an oversized Miffy plush priced at $49.95, along with a tote and coordinating pouch available through Starbucks Shop online.
Yes, but: Starbucks described the collection as limited-edition and available "while supplies last."
- The company declined to share inventory details or projected demand for the launch.
What we're watching: Whether the Miffy launch becomes Starbucks' next collectible moment — especially if plush toys and tumblers quickly disappear from stores and pop up on resale sites.
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