Crumbl Celebrity and Influencer Partnerships & Collabs

For years, Crumbl  Cookies refused to work with influencers or celebrities as they wanted to grow the brand organically. During the summer of 2023 sales plummeted and Crumbl Cookies had to adjust their business model. They rebranded to Crumbl, started offering other dessert items and partnered with celebrities and influencers.

Most Recent or Upcoming Partnership – The week of September 15-20, 2025 will include a partnership/collab dessert/cookie.

• he first major partnership was the Willy Wonka Red Velvet Sandwich cookie. This sandwich cookie was available during the week of the Wonka movie release in mid December 2024.
• The second major partnership was with Olivia Rodrigo with the GUTS cookie. This partnership and collab was announced on Friday, February 16th, 2024. Over the course of her tour, Rodrigo often posted TikToks and Instagram stories eating her GUTS cookie. The GUTS cookie ran on the rotating menu at all Crumbl Cookies locations during the week of August 19-24, 2024.
• The third major partnership was with Kylie Jenner and Kylie Cosmetics. This partnership was announced on Kylie Jenner’s Instagram account on Monday, July 22nd, 2024. The collab was a one day event at the West Hollywood Crumbl with these six (6) flavors:
  • • confetti  cake batter
    • “Kylie’s” pink sugar
    • banana caramel
    • churro con leche
    • snickerdoodle cupcake
    • milk chocolate brownie
• The fourth major partnership was with the Beetlejuice team to make the Beetlejuice Cake in early September 2024 for the release of the Beetlejuice movie.
• The fifth major partnership was a Jimmy Kimmel Holiday Seasoning Candy Cane brownie during the week of December 2-7, 2024.
• The sixth major partnership was the Jonas Brothers Caramel Popcorn collab. Crumbl rolled out the Rob’s Backstage Popcorn Caramel Popcorn Cookie ft. The Jonas Brothers on the week of January 20-25, 2025
• The seventh major partnership, and by far the biggest, was the Kardashian and Jenner Collab that ran the week of April 7-12, 2025. This was one of the busiest weeks ever for Crumbl Cookies locations nationwide. The flavors were as follows:
  • • Kourtney’s Flourless Chocolate Cake (LTO) – gluten-friendly, not gluten free!
    • Kris’ Classic Yellow Layer Cake (LTO)
    • Kim’s Snickerdoodle Crumb Cake Cookie
    • Khloe’s Cookies & Cream Skillet
    • Kendall’s Cookie Dough Cupcake Cookie
    • Kylie’s Pink Confetti Sugar Cookie
    • Double Chocolate Chip Cookie
• The eight major partnership is the Benson Boone Moonbeam Ice Cream Cookie that will run during the week of June 23-28, 2025 and June 30 – July 5, 2025.
• The ninth major partnership will be the Freakier Friday Blackberry Key Lime Cake (NCD) the week of August 4-9, 2025. This was the biggest partnership promotion flop Crumbl has had. It was one of the lowest selling cookies or desserts Crumbl has ever had.
• The 10th major partnership will occur during the week of September 15-20, 2025.

There was a unique beauty and skin care partnership with Dove announced in October 2024. The body care products such as body wash, hand wash, shampoo and deodorant from Dove were first available at Walmart in mid December 2024.