Crumbl Celebrity and Influencer Partnerships & Collabs

Crumbl Cookies started as a small cookie shop in Utah, but it has grown into one of the most talked-about dessert brands in pop culture. Its weekly rotating menu helped it grow at first. But starting in late 2023, Crumbl celebrity and influencer partnerships pushed the brand to a whole new level. These collaborations create real excitement: new cookie drops go viral, stores see long lines, and fans keep coming back every week to see what’s next.

Today, the brand has worked with music stars, reality TV personalities, late-night hosts, and Hollywood franchises. This guide walks through that history in order, flags which collabs actually performed well (and which didn’t), and explains why this strategy has worked so well for Crumbl since 2024.

📋 How we track this page: We compile this timeline from Crumbl’s own app and social announcements, verified news coverage (NRN, TheStreet); and Crumbl-focused fan communities, cross-checking dates and details across multiple sources before publishing. We review this page whenever a new partnership is announced and note clearly where outcomes (hit or flop) are based on public sales chatter rather than Crumbl’s own released figures, since Crumbl does not publish per-item sales data.

Why Crumbl Started Celebrity and Influencer Partnerships

At first, Crumbl avoided celebrity marketing because the company wanted to grow naturally through social media buzz and customer word-of-mouth. However, after sales slowed in 2023, Crumbl changed its strategy. The brand expanded beyond cookies, launched Non-Cookie Desserts, and started working with influencers and celebrities. This approach became very successful. It turned into a core part of Crumbl’s marketing strategy through 2024, 2025, and into 2026.

Complete Timeline: Crumbl’s Celebrity & Influencer Partnerships

Here is the complete, chronological timeline of Crumbl major celebrity and influencer partnerships. In the order they happened, along with how each one actually performed.

1. Wonka Movie Collaboration (December 2024)

Crumbl first major celebrity partnership. To mark the release of the Wonka movie, Crumbl launched the Willy Wonka Red Velvet Sandwich Cookie for one week, tying directly into the film’s mid-December release. The tie-in drove strong moviegoer crossover traffic. It proved that pairing a cookie drop with a major entertainment release could work. Outcome: Hit. It set the template Crumbl would reuse for later movie collabs like Beetlejuice.

2. Olivia Rodrigo – GUTS Cookie (February–August 2024)

Announced February 16, 2024, and released nationwide that August to coincide with Rodrigo’s GUTS tour. This purple vanilla cookie with triple-berry jam and vanilla buttercream became one of Crumbl’s most successful collaborations to date. Rodrigo promoted it throughout her tour on TikTok and Instagram, and multiple locations reported selling out. Outcome: Hit—widely considered one of Crumbl’s two biggest collab successes, alongside the Kardashian-Jenner week below.

3. Kylie Jenner & Kylie Cosmetics (July 2024)

Announced on Kylie Jenner’s Instagram on July 22, 2024, this was a one-day-only event at Crumbl’s West Hollywood location. It was featuring six exclusive flavors: Kylie’s Pink Sugar, Confetti Cake Batter, Banana Caramel, Churro Con Leche, Snickerdoodle Cupcake, and Milk Chocolate Brownie. The single-location, single-day format created real scarcity and heavy social buzz. Outcome: Hit for brand visibility, though by design it reached far fewer customers than Crumbl’s nationwide collabs.

4. Beetlejuice Cake Collaboration (September 2024)

Crumbl partnered with Warner Bros. for the Beetlejuice Beetlejuice movie release, launching a themed Beetlejuice cake. Outcome: Hit—reported as one of Crumbl’s most successful collabs by sales and engagement, reinforcing the movie tie-in formula that worked with Wonka.

5. Jimmy Kimmel Holiday Candy Cane Brownie (December 2024)

Running December 2–7, 2024, this late-night TV tie-in brought a festive Candy Cane Brownie to the holiday menu. Outcome: Moderate hit — well-received as a seasonal item, though it generated less sustained buzz than the music and movie collabs.

6. Jonas Brothers – Rob’s Backstage Caramel Popcorn Cookie (January 2025)

Running January 20–25, 2025, this collab combined caramel popcorn flavor with the Jonas Brothers’ comeback era, appealing to both longtime fans and younger audiences discovering the band. Outcome: Solid hit, with strong cross-generational appeal cited as a key factor.

7. Kardashian-Jenner Family Collab (April 7–12, 2025)

The biggest celebrity collaboration in Crumbl’s history. Each family member inspired a different dessert—including Kourtney’s gluten-friendly Flourless Chocolate Cake, Kim’s Snickerdoodle Crumb Cake, Khloe’s Cookies & Cream Skillet, Kendall’s Cookie Dough Cupcake, and Kylie’s Pink Confetti Sugar Cookie. This was reportedly one of the busiest weeks in Crumbl’s history nationwide, and it marked Crumbl’s first-ever gluten-friendly dessert. Outcome: Biggest hit on record — record-breaking traffic and the most media coverage of any Crumbl collab to date.

8. Benson Boone – Moonbeam Ice Cream Cookie (June–July 2025, returned October 2025)

Announced June 19 and running June 23–28, 2025 (then again June 30–July 5). This chilled chocolate cookie with cookies-and-cream pieces and lemon-berry-marshmallow toppings tied into Boone’s album American Heart. Crumbl co-founder Sawyer Hemsley said Boone was personally hands-on in developing the flavor. Fan reaction was genuinely mixed — some customers were thrilled. While others (including some Crumbl employees, based on public social comments at the time) expressed fatigue with the frequency of celebrity tie-ins. Demand was strong enough that Crumbl brought the cookie back for a second run in October 2025. Outcome: Hit with the public, mixed internally — the clearest public example of collab fatigue starting to show.

9. Freakier Friday Blackberry Key Lime Cake (August 2025)

Tied to the Freakier Friday movie release, this NCD is widely reported by fan trackers as Crumbl’s biggest collaboration flop to date—described as one of the lowest-selling desserts the brand has released. It’s a useful data point for anyone assuming every celebrity tie-in automatically performs well: flavor-concept mismatch and weaker franchise recognition appear to have worked against it.

10. Martha Stewart Collaboration (November 3–8, 2025)

The Martha Stewart partnership shifted toward a more elegant, classic dessert experience—including a Lemon Bar Cookie with buttery shortbread and tangy lemon curd. This collab generated over a million social media mentions in its first month. It helped Crumbl connect with an older, more traditional-baking-focused audience alongside its existing Gen Z base. Outcome: Hit, and a deliberate change of pace from the music/movie-heavy collabs earlier in the year. As of this page’s last update, this remains Crumbl’s most recent confirmed named-celebrity partnership.

Looking for a newer Crumbl Celebrity and Influencer Partnerships than Martha Stewart? We have not found a verified, officially confirmed celebrity partnership announced after November 2025 as of this update. Crumbl’s co-founders announced in May 2026 that they are stepping back from day-to-day leadership, and the new leadership team has signaled it may keep upcoming flavors and partnerships under wraps for longer — so future collabs may be harder to spot in advance than they were in 2024–2025. If you’ve seen something newer announced directly by Crumbl, let us know and we’ll verify and add it.

Other Notable Brand Partnerships (Non-Dessert)

Not every Crumbl partnership has been a cookie. The brand has also moved into lifestyle and beauty crossovers:

• Dove Beauty & Skin Care (announced October 2024): A limited-edition body care collection inspired by Crumbl’s cookie scents, sold exclusively at Walmart starting December 2024 — Crumbl’s first major non-food collaboration.
• Kellogg’s cereal partnership: Crumbl has also licensed its flavors into a branded cereal product, extending the brand beyond bakery walls.

Crumbl’s Influencer (Non-Celebrity) Strategy

Alongside its big-name celebrity collabs, Crumbl runs an ongoing influencer program called the Kale Creator community, open to fans and content creators with an existing online following. Members get perks and rewards for posting about Crumbl, and the brand has also worked with established creators like Mikayla Nogueira on sponsored content. Crumbl’s own official partnerships page confirms it’s still actively seeking both micro-influencer (“Kale Creator”) and larger celebrity or brand partnerships going forward—meaning this strategy isn’t slowing down even if naming a specific next celebrity in advance has gotten harder.

What Makes Crumbl Partnerships Work – And When They Don’t

Limited-Time Flavors Create Urgency

Crumbl almost always launches partnership cookies for one week only (sometimes one day, as with the Kylie Jenner event). This creates real scarcity and FOMO, encouraging people to visit before the flavor disappears for good.

Strong Cultural-Moment Alignment Matters Most

The clearest pattern across the timeline above is that collabs tied to a genuine cultural moment—an album release (Rodrigo, Boone); a major movie opening (Wonka, Beetlejuice); or a once-in-a-generation family brand (Kardashian-Jenner)—consistently outperformed. The Freakier Friday flop suggests that timing alone isn’t enough if the flavor concept itself doesn’t land or the franchise tie-in feels weaker.

Social Media Does the Heavy Lifting

Celebrities and influencers promote these collaborations directly on TikTok, Instagram, and YouTube, which is a major reason Crumbl rarely needs traditional advertising to drive a collab week’s traffic.

Frequency Has a Ceiling

The Benson Boone collab is the clearest public example of this: even a successful collab drew visible pushback from some Crumbl employees and fans who felt celebrity tie-ins were happening too often. That’s worth keeping in mind if you’ve noticed Crumbl slowing the pace of named partnerships since late 2025—it may be a deliberate response to this exact feedback, not just the leadership change.

Impact on Crumbl’s Business

Crumbl celebrity and influencer partnerships have been credited with helping drive a 6.8% year-over-year sales increase in 2024, when the company surpassed $1 billion in annual sales. Collab weeks reliably bring increased app downloads, new loyalty program signups, and stronger engagement from younger audiences active on TikTok and Instagram—though, as the Freakier Friday and Boone examples show, results aren’t guaranteed every time.

What to Expect Going Forward

Crumbl is expected to continue pursuing celebrity and brand collaborations, but two things have changed since 2025: the pace appears to have slowed since the Martha Stewart collab in November, and Crumbl’s leadership transition in May 2026 has come with signals that future flavors and partnerships will be kept under wraps for longer before launch. That means fewer advance leaks than fans got used to in 2024–2025—so following Crumbl’s official Instagram and TikTok directly is more important than ever if you don’t want to miss an announcement. Want to see what’s actually on the menu right now? Check out our Crumbl This Week Menu.

Tips for Fans

• Follow Crumbl’s official Instagram and TikTok directly for the fastest collab announcements
• Check our Crumbl Spoilers page for early flavor hints when they’re available
• Visit stores early in a collab week — the biggest hits (Rodrigo, Kardashian-Jenner) sold out at many locations before the week ended
• Pre-order through the Crumbl app when possible, especially for single-day or limited-location events

Frequently Asked Questions