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5 more limited edition Stanley Cups ahead of the Taco Bell Baja Blast cup

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The Stanley Cups were hard to ignore last year, and the hype shows no signs of abating: A limited edition Taco Bell and Mountain Dew Bajaversary cup will be released on August 13th.

The company generated an estimated $750 million in 2023, around the time the Stanley Cup hype began, fueled by social media. Celebrity endorsers and other companies soon followed, capitalizing on the cups' popularity and releasing limited-edition drinkware throughout the year.

For fans who can snap up a limited edition quickly enough, it means a trendy accessory, a potential collector's item, a status symbol, or simply a way to avoid FOMO (fear of missing out). Here are some limited-edition Stanley collaborations from the past and present.

The collaboration between Stanley and Target caused chaos in Target stores

Arguably the most high-profile collaboration of 2024, fans lined up for hours to get their hands on the limited-edition Cosmo Pink and Target Red mugs. They even camped outside Target stores to get their hands on the highly anticipated Valentine's Day-themed mugs, which were set to launch in early 2024. The TikTok hype even led to some shoppers being trampled and Target employees being fired.

The hype continued with the Stanley x Starbucks mugs, which also launched earlier this year. Target stores limited the number of mugs customers could purchase due to high demand for the coveted items, with some offering the mugs on eBay for hundreds of dollars.

The collaboration between Stanley and Joanna Gaines started in August

Joanna Gaines has teamed up with Stanley to launch her fall-inspired tumblers and mugs ahead of the upcoming season. The interior designer and “Fixer Upper” star collaborated with the drinkware brand for her Hearth & Hand with Magnolia collection, available exclusively at Target. It features “deep, neutral tones and a knit-inspired pattern,” according to Target.

The tumblers cost $45, while the 12-ounce cups cost $23. This launch will likely sell out within days, Yahoo reports.

The Stanley x LoveShackFancy collection is almost sold out

The Stanley x LoveShackFancy collection launched this month. The popular boutique offers a range of designs described on Stanley's website as “floral arrangements where peonies and lilacs meet blushes and blues” with “intricate patterns and gilded accents.”

Stanley's Lainey Wilson mug sold out in 10 minutes

Country music star Lainey Wilson partnered with Stanley to launch her 40-ounce “Country Gold” tumbler in late 2023; it sold out in just 10 minutes.

Stanley described the mug as “sparkling gold flecks shimmer over a deep burgundy base for an iridescent shine, topped with a smoky amber lid for a retro touch.” For those looking to splurge, the Watermelon Moonshine & Country Gold set is reselling on eBay for $500.

The Stanley-Olivia Rodrigo collaboration came out in July but is sold out

The pop singer and songwriter launched her grunge-inspired mug at Stanley in July, which quickly sold out.

Olivia Rodrigo's 40-ounce blotter has “a galaxy of purple and a hint of red,” according to Stanley. It originally cost $55, but can be resold on eBay for up to $70.

I missed the release of the limited edition Stanley Cup, what now?

Stanley recommends that fans who were unable to snag special edition mugs before they sold out sign up for an account on the website to be the first to be notified when new products and limited edition specials launch.

If you can't wait, you can purchase many limited edition mugs on websites like eBay and Mercari, although the mugs may cost extra.

Why are Stanley mugs so popular?

According to consumer psychologist and professor Josh Clarkson, the limited number of cups has a direct impact on the consumer’s psyche.

“You label something as limited and somehow it can increase its value or importance” in people's minds, not necessarily financially, Clarkson told USA TODAY in a previous report. “They do a very good job of creating a sense of urgency,” he said. That, in turn, can increase the risk of regret if you don't buy it.

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