Is 2024 the year of the collab? The year so far has gifted us with some seriously fun campaigns, with brands teaming up to get creative with their product offerings. Let’s take a look at the wildest brand collabs of 2024, from Poké-art to Crocs couture…
Way to stand out!
Brand mash-ups are nothing new – who could forget that iconic Greggs x Primark collection or the quite literally ‘out of this world’ Super Bowl ad from GoPro x Red Bull? – but 2024 has seen even more unexpected worlds collide.
But why have they exploded in popularity recently? For one thing, collabs hit one of the marks for successful marketing: to surprise and delight – helping to grow brand affinity and tap into new audiences.
But not every collab is born equal.
Do it right and you have the power to build hype and even go viral. But do it wrong, and the best case is you’ll leave customers scratching their heads, and in the worst case, you’ll make headlines for all the wrong reasons.
Let’s dive into the top brand collabs that have got us talking so far year…

- Airbnb x Polly Pocket
Barbie’s not the only retro doll back in town. In one of the quirkiest (and cutest) brand collaborations of the year, holiday rental platform Airbnb joined forces with Polly Pocket to create a life-sized ‘Polly Pocket Compact’ house.
Situated in Massachusetts, this is the most recent in a series of special properties that Airbnb has created for its Icons series. Proof that the right pairing can also lead to increased brand recognition – and rebirth! – Polly Pocket’s once pocket-sized pastel-coloured universe gets real. Imagine booking a stay in a 42-foot-tall version of the Polly Pocket house – complete with oversized buttons, pastel EVERYTHING and nostalgic throwbacks to your childhood playdates.
- Pokémon x Van Gogh Museum
Collabs are often about playing your cards right – and this is no more true than with the campaign by the Van Gogh Museum and Pokémon. A cultural mash-up we never saw coming, this limited-edition collaboration saw beloved ‘pocket monster’ characters reimagined in Van Gogh’s iconic post-impressionist style. Think Pikachu under swirling skies and Eevee posing in sunflower fields à la ‘Sunflowers’.
If the exhibition was a hit, the merchandise was the next level, selling out faster than a shiny Charizard hunt (IYKYK). Despite the chaotic merch demand, this art-history-meets-geek-chic still counts as a success in our eyes.


- Snoop Dogg x the Olympics
No one loves a side quest more than Snoop Dogg, but no one expected a coming together of his laid-back swagger and the world’s most competitive sports event. The rapper became the unofficial symbol of Paris 2024, and any merch associated with him became (almost) more coveted than the bling of a gold medal!
- Travis Scott x McDonalds
Another trend alongside collabs is limited-edition ‘drops’. The Travis Scott Meal McDrop was a marriage that no-one could have ‘beef’ with. It featured a remix of the original combo, complete with a limited-edition sauce and custom merch. It’s the meal that turns a regular drive-thru order into an experience: Travis style.


- Michael Cera x CeraVe
In a clever and playful marketing collaboration that caught the eye of millions of Super Bowl viewers, actor Michael Cera teamed up with the skincare brand CeraVe, creating a buzzworthy campaign that highlighted both CeraVe’s commitment to simplicity and Cera’s quirky, relatable persona.
- Lush x Minecraft
Wait, what? In a world where bougie meets bytes, Lush and Minecraft created the ultimate collaboration for self-care nerds. Unwind IRL with your favourite bath bombs shaped like Minecraft blocks or a pixel-perfect soap bar that takes you straight to your favourite in-game biome.
Toss a Creeper bath bomb into your bath and watch it explode (minus the damage). This skincare-meets-gaming collab also saw bath bombs integrated into the gameplay, with the power to give characters attribute boosts. Anti-gravity power? Yes, please!


- Crocs x Simone Rocha
The famously ‘Marmite’ ultra-comfy shoes got a high-fashion upgrade this year thanks to Simone Rocha, the queen of dreamy fashion. Bedazzled with pearls, lace and floral embellishments, these Crocs are a far cry from the typical gardening shoe vibe – or, lest we forget, the Shroks? This collab has created a whole new category: designer comfort (because who says you can’t be chic and comfy at the same time?).
- Dunkin’ Donuts x Scrub Daddy
Everyone loves a good crossover episode and this mash-up is certainly one to tune into. Dunkin’ and Scrub Daddy (yep, the famous smiley sponge) teamed up to make cleaning up more…delicious? In this unexpected team-up, Scrub Daddy created doughnut-shaped sponges that look good enough to dunk. They’re cute, functional and bring a bit of sugary joy to doing the dishes with your fave Dunkin’ brew. Scrubbin’ and sippin’ – an instant success!


- e.l.f. x Liquid Death
What happens when a vegan beauty brand collides with a punk-rock water company? Make-up for rebels! e.l.f. Cosmetics and Liquid Death teamed up for a limited-edition beauty line that combines hydration with hard-core style. Think fierce lipsticks and skull-adorned brushes – and, of course, Liquid Death’s iconic water to help you stay hydrated while you slay the day.
The next big thing
2024 has truly brought us some wild and wonderful brand partnerships so far, blending high fashion with fast food, art with anime and even beauty with beverages. These collabs aren’t just about product launches, they’re about creating experiences that tap into our collective nostalgia, humour and need for a little extra joy in our lives.
Here at Denfield, we’re always on the pulse of the latest brand moves. Whether you’re dreaming of the next big partnership or want to create an impactful solo campaign, we’re here to make it happen.
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