Debra BorchardtBrand collaborations are nothing new to mainstream brands. Doritos married up with Taco Bell, Kanye West and Nike created Yeezy’s, and Target turned its fashion designer collabs into huge marketing events.
Now it looks like cannabis collabs could become a thing, as Urban Outfitters and Magnolia Bakery jump into the game.
Urban Outfitters
Urban Outfitters, which has 200 stores that cater to young adults, now features a “smoke shop” on its company website with products from high-end cannabis accessories brands such as Edit Parker, Houseplant by Seth Rogen, Les Mis and Burner Babe.
Pre-rolled cone and rolling paper brand DaySavers is the latest cannabis accessory company to partner with Urban Outfitters to bring their cannabis pre-roll products to select retail stores and online shops. The DaySavers’ Perfect Pack machine, and the DaySavers 10-Pack of Ultra-Refined White Artisan Tubes are available in stores and on the website.
“We’re excited to share our premium pre-roll products with mainstream audiences through our partnership with Urban Outfitters, and we hope this is the first of many mainstream retail relationships,” said Harrison Bard, co-founder and CEO of DaySavers and Custom Cones USA.
Magnolia Bakery
New York City’s iconic cupcake company Magnolia Bakery also embraced the legal cannabis industry through a collaboration with Green Thumb Industries (OTC: GTBIF) to create infused chocolate bars using the baker’s fan favorites, GTI’s house brand of THC-infused chocolates, incredibles, and the new line features Magnolia Bakery’s banana pudding and red velvet flavors.
The campaign even received a callout on The Late Show with Stephen Colbert this week.
“There are few bakeries as recognized as Magnolia Bakery, with their world-renowned treats that customers flock to,” Dominic O’Brien, GTI’s senior vice president of revenue at Green Thumb, said. “And in cannabis, there is nothing like incredibles, the number one best-selling chocolate edibles brand across all our existing markets.”
The collaboration actually kicked off a year ago in Rise dispensaries in three states – Illinois, Massachusetts and Nevada – but the brands announced this month that the products will soon be available in even more stores and markets.
“For months, our loyal customers have asked, ‘When will your collaboration with incredibles be available in New York?’ Today, we can finally say that these fan-favorite bars can be purchased in our home state of New York, as well as 23 other markets,” said Sara Gramling, vice president of public relations and partnerships at Magnolia Bakery.
