Target shoppers’ excitement over the ‘Wicked’ Stanley cups shows buzzy partnerships are the way forward for the water bottle brand

But as the excitement around the “Wicked” collection indicates, Stanley can maintain its popularity with buzzy collaborations.

For instance, in July, Stanley partnered with Olivia Rodrigo on a Quencher inspired by her album “Guts,” and according to Influencer Intelligence, it sold out in a matter of hours.

It also quickly sold out of the floral-patterned cups it made with LoveShackFancy in August and the eight cups it released in honor of Barbie’s 65th anniversary in September. However, as of Tuesday, it was still releasing new batches of its hot-pink Barbie cup daily.

By working with recognizable brands and public figures — particularly those that appeal to a female audience — Stanley can keep ahead of its competitors.