Crumbl Celebrity and Influencer Partnerships & Collabs

Crumbl Cookies has become one of the most talked-about dessert brands in the United States. While their rotating cookie menu helped early growth, celebrity and influencer partnerships changed everything. These collaborations brought new energy, viral attention, and record-breaking sales. Today, Crumbl celebrity and influencer partnerships are a core part of the brand’s strategy.

At first, Crumbl avoided celebrity marketing. The company wanted organic growth and strong word-of-mouth promotion. However, by mid-2023, sales declined sharply. Crumbl adjusted its business model. They rebranded slightly, expanded beyond cookies, and embraced influencer and celebrity collabs. This shift reshaped the brand’s future.

Since then, Crumbl has worked with musicians, movie franchises, TV hosts, and global celebrities. These limited-time partnerships create urgency, excitement, and massive social media engagement. Fans now expect high-profile collabs throughout the year. Consequently, Crumbl continues to dominate dessert trends online and in stores.

Crumbl Celebrity and Influencer Partnerships

Crumbl started in Utah as a small cookie shop. Over time, it grew into a nationwide brand with over 1,100 locations. Initially, Crumbl relied on weekly menu drops and TikTok marketing. However, influencer partnerships soon became essential for growth.

Crumbl collaborations usually involve limited-time cookies or desserts inspired by celebrities. These products often connect with album releases, movie launches, or special events. Additionally, influencers promote these items across TikTok, Instagram, and YouTube. This approach delivers immediate attention and store traffic.

Crumbl carefully selects partners who align with its family-friendly image. Authenticity matters greatly. Fans want a real connection between the celebrity and the dessert. Therefore, successful partnerships often feel personal and meaningful.

Why Crumbl Collaborations Work So Well

Crumbl’s collabs succeed for several reasons. First, limited availability creates urgency. Customers know the product may never return. Second, celebrity involvement builds trust and curiosity. Third, social media content spreads rapidly, especially on TikTok.

In addition, Crumbl benefits from emotional marketing. Music fans, movie lovers, and pop culture followers feel connected to the brand. Meanwhile, celebrities gain exposure through a fun and relatable product. As a result, both sides benefit equally.

Complete Timeline of Crumbl Celebrity and Influencer Partnerships

Willy Wonka Red Velvet Sandwich Cookie – December 2024

Crumbl’s first major partnership came with the Wonka movie release. The Red Velvet Sandwich Cookie launched in mid-December 2024. This collab marked Crumbl’s first step into movie-themed partnerships. Fans praised its rich flavor and nostalgic design.

Olivia Rodrigo GUTS Cookie – August 2024

The Olivia Rodrigo collaboration became one of Crumbl’s most successful partnerships ever. Announced in February 2024, the GUTS Cookie ran nationwide from August 19–24, 2024. Olivia promoted the cookie throughout her tour on TikTok and Instagram.

The cookie featured purple vanilla cookies, berry jam, vanilla buttercream, and sprinkles. It went viral instantly. As a result, stores experienced long lines and sold-out locations.

Kylie Jenner and Kylie Cosmetics – July 2024

In July 2024, Kylie Jenner announced a one-day Crumbl event at the West Hollywood location. This exclusive collaboration included six flavors, including Kylie’s Pink Sugar and Confetti Cake Batter.

The limited event created massive hype. Fans traveled long distances to attend. This collab proved how powerful exclusivity can be.

Beetlejuice Cake – September 2024

Crumbl partnered with the Beetlejuice movie team in early September 2024. They released a Beetlejuice-themed cake to celebrate the film’s release. The spooky dessert appealed strongly to movie fans and seasonal shoppers.

Jimmy Kimmel Candy Cane Brownie – December 2024

During the holiday season, Crumbl teamed up with Jimmy Kimmel. The Candy Cane Brownie ran from December 2–7, 2024. This festive dessert added humor and holiday spirit to Crumbl’s menu.

Jonas Brothers Caramel Popcorn Cookie – January 2025

The Jonas Brothers collaboration launched in January 2025. The Rob’s Backstage Popcorn Caramel Popcorn Cookie ran from January 20–25. This nostalgic flavor celebrated the band’s return to the spotlight and attracted both longtime fans and new customers.

Kardashian and Jenner Family Collab – April 2025

The biggest Crumbl partnership ever came in April 2025. The Kardashian and Jenner family collaboration ran from April 7–12. It became one of the busiest weeks in Crumbl history.

The lineup included seven desserts inspired by each family member. Locations nationwide experienced record-breaking traffic. This collab firmly positioned Crumbl in pop culture history.

Benson Boone Moonbeam Ice Cream Cookie – June and October 2025

Benson Boone partnered with Crumbl for the Moonbeam Ice Cream Cookie. The collab ran from June 23–28 and June 30–July 5, 2025. Due to high demand, it returned again in October 2025.

Freakier Friday Blackberry Key Lime Cake – August 2025

The Freakier Friday partnership launched in August 2025. Unfortunately, it became Crumbl’s biggest promotion flop. Sales were extremely low, making it one of the least successful items in company history. However, Crumbl learned valuable lessons from this experience.

Martha Stewart Crumbl Partnership – November 2025

The most recent partnership is the Martha Stewart Crumbl collaboration. Scheduled for November 3–8, 2025, this collab generated strong anticipation. Fans expect classic, high-quality flavors inspired by Martha’s cooking style.

Other Notable Brand Collaborations

Beyond food, Crumbl also explored lifestyle partnerships. In October 2024, Crumbl announced a beauty collaboration with Dove. Dove body care products became available at Walmart in December 2024. While not food-based, this partnership expanded Crumbl’s brand reach.

Benefits of Crumbl Influencer Collabs for Fans and Brands

Crumbl partnerships offer clear benefits. Fans enjoy exclusive desserts tied to their favorite celebrities. This builds excitement and emotional connection. Meanwhile, Crumbl benefits from increased sales, brand credibility, and viral exposure.

Additionally, influencers gain unique content and brand alignment. These partnerships encourage repeat visits and app engagement. In 2025, Crumbl also expanded community programs to support smaller creators alongside major celebrities.

Final Thoughts on Crumbl Celebrity Partnerships

Crumbl celebrity and influencer partnerships have transformed the brand. From cautious beginnings to massive pop culture moments, these collaborations now define Crumbl’s identity. While not every collab succeeds, the overall strategy remains powerful.

Crumbl Spoilers continues evolving, fans can expect more creative partnerships ahead. Whether through music, movies, or lifestyle brands, Crumbl’s future looks exciting, innovative, and delicious.