News Harry Potter’s “Back to Hogwarts” returns with global cinema week and live events Back to Hogwarts 2026 includes a global cinema week, live events, and YouTube/TikTok programming, showing how IP marketing builds repeatable rituals.
News Funko grows KPop Demon Hunters Pop! lineup with Demon Saja Boys and SDCC queue Funko expands KPop Demon Hunters with Demon Saja Boys blind boxes, chase odds, and a $10,000 buyback, plus an SDCC virtual queue
News TikTok creators are getting a new spotlight inside Disney+ Disney and TikTok will feature creator-made Disney videos on Disney+ and TikTok, testing short-form fandom content as a streaming discovery layer.
News KPop Demon Hunters’ Derpy Tiger and Sussie Bird get a preorder LEGO set The 825-piece Derpy Tiger and Sussie Bird build highlights collector culture, with poseable parts and scene nods that make fandom merch feel personal.
News Coca-Cola’s “The World Will Wait” pushes an AFK-style pause for shared meals Coca-Cola’s global push frames shared meals as the priority, using films, influencers, and AFK language to challenge always-on
News Vans expands KPop Demon Hunters collab with a “Golden” Old Skool drop Vans’ “Golden” Old Skool extends its KPop Demon Hunters collab, leaning on song-driven references and character cues that fans recognize.
News Amoy HK leans into Hong Kong-made identity with Natalie Tong campaign Amoy runs an Aug-Sep campaign with Natalie Tong, pushing HK-made credentials and a “0 additives” soy sauce line across OOH, digital, and retail.
News Wang Sulong’s Molly Tea collab shows how fandom turns drinks into collectibles Wang Sulong’s Molly Tea drop sold out fast, then sparked resale backlash. The campaign shows how scarcity and check-ins shape fan commerce.
News Gong cha’s Harry Potter bubble tea drop leans into house pride and collectability Gong cha’s Harry Potter drinks run through Aug. 31 with themed cups and house collectibles, using scarcity and identity to drive repeat
News Molly Tea’s NYC stores rebrand to “?” amid trademark dispute Molly Tea’s NYC locations shifted to “?” branding after an injunction. What it reveals about habit-driven loyalty and brand control in expansion.
News Express leans into Y2K nostalgia with a fashion-meets-music campaign Express ties its Fall 2026 line to a Y2K-inspired film with Tinashe and Tee Higgins, plus creator community support across social and stores.
News TIRTIR teams up with BTS THE CITY New York for a limited-edition K-beauty drop TIRTIR’s BTS THE CITY New York drop ties a setting duo to Weverse pre-orders and a pop-up, reflecting how fandom events shape commerce behavior.
News How Coca-Cola turned Coke Time into a collectible fan experience with V merchandise Learn how Coca-Cola transformed its V campaign into a collectible retail experience using limited-edition merchandise and loyalty mechanics for fans.
News Deepika Padukone’s viral Hilton ad shows how pregnancy visibility plays in pop culture Fans focused on a pregnancy detail in Deepika Padukone’s Hilton ad. The reaction shows how celebrity relatability can outperform traditional luxury messaging.
News Audible’s “Stories that speak to you” campaign sells the feeling of getting lost Audible’s global campaign spotlights immersive listening via hero films and major OOH takeovers, alongside AI search and discovery features.
News Spider-Man: Brand New Day’s $309M brand push shows how ads moved into movies Sony’s 165-brand push around Brand New Day hits US$309M in media value. Here’s why on-screen placement and gaming tie-ins are rising.
News Fortnite’s Spider-Man “Brand New Day” collab signals how fandom hype now works Epic’s teaser points to July 30 content tied to the new Spider-Man film, with likely Web Shooters and cosmetics built for community speculation.
News Jennifer Coolidge turns grocery shopping into Audible’s next big Aussie moment Audible and Hello lead with a surprise Bondi moment, then test audio-enabled trolleys to link celebrity attention with real product usage.
News PUBG MOBILE adds Spider-Man: Brand New Day mode in Version 4.5 The limited-time mode adds Central Square, web-swinging gear, and creator templates, showing how playable IP can drive sharing and retention.
News Snickers Ice Cream wants a “chief online chill officer” to calm hot takes Snickers Ice Cream will pay a “chief online chill officer” to reply to heated posts with humor and coupons, spotlighting its Minis range.
News Under Armour taps BOYNEXTDOOR for its “Commit” campaign push Under Armour teams with BOYNEXTDOOR for its “Commit” campaign, pairing group and member films with an APAC-focused Bouncy Tee rollout.
News GrabUnlimited taps Ian Mark to make “tipid” feel less punishing GrabUnlimited’s Ian Mark film turns “tightening the belt” into comedy, positioning subscriptions as repeatable, everyday savings across rides, food, and groceries.
News Hybe teams up with Korea Fashion Association to scale K-pop fashion IP Hybe and Korea Fashion Association plan a production system linking artist IP with domestic manufacturers, aiming to strengthen K-fashion
News Dermal Therapy’s “It Works 2.0” campaign turns skincare proof into billboard culture Dermal Therapy expands “It Works 2.0” with 550+ billboards and influencer loyalists, betting that efficacy is the core decision driver in skincare.
News Spider-Man’s new BMW “ride” is fandom bait, and it’s also EV marketing BMW integrates iX3 and 5 Series into Spider-Man: Brand New Day, pairing a film role with an owner animation and a one-off concept vehicle.
