Some people queue overnight for Pokémon cards. Some queue for limited-edition sneakers. Some queue for a Starbucks tumbler.
One season it was Herschel. Then Paul & Joe. Then ban.do. Every partner brought their own fans along. But the collaborations arrived one at a time, with no story behind them.
So we gave them one. Starbucks X went exploring, looking for partners worth sharing a shelf with, and came back with a story every time. Fans followed the trail, trying to guess who was next.
Before long, the collaborations weren't one-offs anymore. Each collection was a new chapter, and nobody wanted to miss one.
Now they collect the stories too.
P.S.I buy cute things. I have run out of room for cute things. I still buy cute things.
