PEEPS x Alex + Ani
Source: PEEPS
PEEPS is undeniably the Easter brand. Those candied marshmallow treats are the emotional gateway to Easter baskets and Spring traditions, and have been since 1953.
PEEPS has grown exponentially over the last decade through a magical strategic avenue: collabs. They have shared their ownership of Easter with other brands to make it even bigger, growing at scale as a result.
The collaborations are everywhere: Pop-Tarts, Ritas Water Ice, Sunny D, Hostess, Hello Kitty, Bath & Body Works. Food and beverage, home accessories, personal care, jewelry.
Who would have thought PEEPS could extend like that? It’s interesting to watch a brand grow its equity through collaborations. I’d love to see the sales data too, because I bet much of the growth there is from these collabs too.
So fascinating. Especially for such a seasonal brand.
Much of this is because there is something so special in the mix here. Through these collabs PEEPS is making us feel like a kid again, from every angle. For the brands who partner with PEEPS, they become a part of the cultural spirit of Easter and Spring. What’s better than that for a promotional window?!?
I’d like to point out one collab in particular that I find really interesting.
This year, the brand’s collaboration with jewelry maker Alex + Ani continues with new charm bracelets and necklaces adorned with PEEPS' signature designs. It's a beautiful example of two brands bringing their ownable assets together to create something neither could do alone. You get PEEPS' charm and playfulness. You get Alex + Ani's collectibility and wearability, with their charms.
Together? Charming. Magic. Wearable nostalgia.
Source: PEEPS
That's the mark of a true collaboration when it amplifies both brands, not just one.
The timing is purposeful, but of course. PEEPS owns Easter the way few brands own anything. They're not forcing their way in, they own it. They're actually deepening their grip with every collab while innocently inviting partners to the Easter basket.
Can you do something similar with your brand? What cultural moment do you own? And who could you invite to amplify it with you?
The magic doesn't happen when you collaborate for collaboration's sake. It happens when you have something real to share and you find the right partner to make it bigger.
What's your experience? JIM