☕ More for their money
Why Jack in the Box is pushing into collectibles.
Marketing Brew <[email protected]>
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Morning Brew promotes the trend of brands creating collectibles to attract consumers, featuring examples such as Starbucks, Trader Joe's, and Jack in the Box. The brand highlights Jack in the Box's new line of collectible items, including glass cups and bag charms, as part of its 75th anniversary celebration. Morning Brew explores how these collectibles can drive sales and create a sense of scarcity.
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555 words · about 2 min to read
August 26, 2026
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Sponsor Logo: Spotify
It’s Wednesday. Depop is popping up at Olivia Rodrigo’s Daisy Chain Fields music festival this upcoming weekend, with a planned activation featuring custom T-shirts and bandanas, hair gems, photo moments, and more. Stevie Nicks is set to appear at the festival—so maybe there’s a chance attendees can hear “Second Hand News” along with any secondhand clothes.
In today’s edition:
Gotta collect ’em all 🍟
Premier marketing ⚽
Wedding sells 💒
—Kristina Monllos, Alyssa Meyers, Vidhi Choudhary
BRAND STRATEGY
Value-add
A graphic featuring Jack in the Box collectibles, including a bag charm, antenna charm and water bottle
Morning Brew Inc, Photos: @jackinthebox/Instagram, @gibbysgeekin/TikTok
Would you purchase a meal for a collectible? Or wake up early to stake out a coffee shop for a limited-edition cup? Or stand in line for hours to get a pastel-colored grocery bag?
Whether it’s Starbucks and its Bearista cup, Trader Joe’s and its coveted tote bags, or even movie theaters with specialty popcorn buckets, brands are increasingly betting that creating collectibles can get consumers in the door. Sometimes collectibles come in the form of a blind box, where the buyer doesn’t know what they’re getting until they open it, while other times, the item is publicized as a limited release to create a sense of scarcity—and, likely, high resale value.
This year, the fast-food chain Jack in the Box, which is celebrating its 75th anniversary, is joining in on the collectibles craze. The QSR chain’s new line of collectible items, including glass Jack Sipper Cups shaped like its brand mascot, pins, and Labubu-like Jibbis bag charms, were inspired by a nostalgic collectible item it used to offer: an antenna topper featuring its mascot that was first distributed in the ’90s, Sheena Dougher, VP of brand marketing at Jack in the Box, told us.
For the brand, the offerings go beyond celebrating its anniversary. Dougher said the collectibles provide a way to meet changing guest expectations as “the value equation shifts” between brands and consumers.
“People want more for their money, and it goes beyond the food,” Dougher said. “They want experiences from brands.”
Continue reading here.—KM
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Sponsored By Spotify
All about the fans
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With Spotify, your brand can earn a place in it all.
Fans on Spotify choose every song, podcast, and audiobook intentionally. That level of engagement gives brands the unique opportunity to build strong connections with genuinely receptive audiences.
Learn how advertisers are making the most of Spotify Ads Manager at Spotify Sessions: Fandom at Full Volume. You’ll hear how brands are putting fandom to work and what that looks like in practice.
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SPORTS MARKETING
League of legends
Fans in Premier League soccer jerseys watch a phone screen at a park.
What’s a predawn wake-up time on a Saturday to a soccer fan who wants to watch some of the best players in the world? For the almost half a million Premier League fans living in the US, it’s not just no big deal—it’s a ritual.
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