The Backpack: Issue #66

Friday, August 1st

• Trend Alert: Why are celebrities suddenly wearing merch?

• What's new in commonsku: How Lee Ann from Whitestone amps shops

• AI + Merch: AI Specs - Meta's new flex

• Can’t Miss Content: The coffee queen behind Starbucks' swag empire

Why are celebrities suddenly wearing merch?

From Pope Leo XIV to Kylie Jenner, Harper’s Bazaar notes that celebs are flaunting merch like it's fashion week's hottest trend! Unlike the high-fashion merch wave of the 2010s, today's movement speaks to something deeper: our craving for community and identity. When A-listers rock baseball caps and tour tees, they're not just dressing down—they're signaling belonging. For promo pros, the message is clear: merch isn't just swag, it's tribal insignia that turns wearers into walking billboards for their passions. Take this to your next client meeting: “People are craving authenticity and a real way to express what they’re about,” Bryan Escareño, the creative director of Los Angeles-based brand Amor Prohibido, says. “Merch, at its best isn’t just a logo on a tee—it’s a piece of a story, a wearable statement."

USPS at 250: Merch that could deliver more

The U.S. postal service hits a quarter millennium with collectibles that feel stuck in the past! While the Benjamin Franklin plush is adorably historical and the Mr. ZIP plush charmingly retro, we can't help but think: how often do you turn 250!? A 250-year celebration deserves more, don’t you think? Two plushes and two books of stamps. That’s it? No cute postal outfits? No postal bags that would have been wonderfully nostalgic? No little mail trucks!? Some backpacker should be hitting up the postal service with fresh ideas, stat.

Denny’s: This diner drips!

America's favorite diner just crashed the merch party: Denny's new Diner Drip collection features everything from pancake-inspired "Live Laugh Fluff" joggers to these campy but rad logo-imprinting rolling pins. Four collections (Social Stars, Fluff, Since 1953, and The Classics) offer merch that feels as comforting as those 2AM Grand Slams. The best bite? Purchases support their Hungry for Education scholarship. Breakfast fashion is officially a thing, people!

McDonalds Goes micro; internet loses its mind

I'm Lovin' This: McDonald's just launched 21 miniature toys that have both kids and millennials freaking out. The "Lil McDonald's" collection features tiny registers, mini fry baskets, and even itty-bitty Boo Buckets that are driving adult collectors wild. The collection launched July 1 and included a larger-than-life LA pop-up experience. Tiny merch, big impact! 

New Drop: Approve & Pay Makes Everything Instant

Our brand-new Approve & Pay feature is here to rescue you from email purgatory. One click gives you approval, payment, and a straight shot to production. Fast forward to making bank!

Holiday shops masterclass + Lee Anns shop secrets

Missed our Christmas in July webinar? No worries—the holiday magic is still available on-demand! Learn how to create stunning holiday Shops in minutes using templates, add those personal gift touches that make clients swoon, and curate gifts by budget without breaking a sweat. Plus, catch Lee Ann from Whitestone spilling her Shop secrets on how she transforms basic presentations into campaign-driven experiences that actually close deals. Spoiler: it's all about creating "visual appetizers" that leave clients hungry for more!

New book! “The Experience in a Box Playbook”

The the path to memorable marketing isn't doing everything, but doing one thing incredibly well. Dean Caravelis discovered this truth through years of observation and experience. As a marketing director, he watched distributors try to sell to him with no intentional targeting, problem solving, or personalization. Today, Dean runs his distributorship Blezoo differently. His new book, The Experience in a Box Playbook, isn't just another marketing manual, it’s 17 years of merch insights condensed into one burning question: What emotion do you want someone to have when they receive this amazing campaign? Check out our chat with Dean here!

Zucks $3.5B Bet: AI Specs are Metas New Flex

Meta just dropped $3.5B on a Ray-Ban stake, and suddenly those AI specs don't look so nerdy! With 2 million pairs already sold and partnerships with Oakley and Prada brewing, Zuckerberg's betting big that your next shades won't just be seen—they'll be seeing, streaming, and AI-powered. Promo pros, take note: wearable tech that doesn't scream "I'm a gadget" is the new frontier for branded swag that actually gets worn. Smart looks smart!

AI shopping assistants prime moment

GenAI traffic to retail sites skyrocketed 3,300% during Prime Day! While Amazon kept mum about specific numbers, the four-day shopping bonanza generated a whopping $24.1 billion in U.S. e-commerce—equivalent to TWO Black Fridays. Also, for promo pros, the real story? Influencers converted shoppers 10x better than regular social. Time to partner with those TikTok stars for your next merch drop! See the full retail revolution here.

☕ Meet the coffee queen behind Starbucks' swag empire! Stephanie Keast dishes on creating merch that fans actually want.

🎸Oasis and Levi's just dropped denim collection perfect for fans who want their merch to "Live Forever." Our fave? Parka, of course. Admittedly, a denim collab with Oasis wasn’t exactly on brand as much as the Adidas one but at least it wasn't a collab with American Eagle. 😂

🗳️“Slactivism” + merch: Is campaign merch buying linked to not voting? UA study finds swag purchasers were 91% less likely to vote. 😳

🎨 Tyler, the Creator just dropped a slick "DON'T TAP THE GLASS" Golf Wang merch capsule featuring bombers, hoodies, and quirky home goods. Merch that's both wearable and functional? Into it!

🏀 From Business of Fashion: “How WNBA Players Are Using Merch to Underscore Their Value”

🤔And now time for another round of: Is it merch or is it fashion?

🎄Whataburger's Christmas in July collection brings festive cheer to summer! Table tent ornaments? Yes please. Who needs December when you can deck your halls with ketchup-themed joy now?

🚗 Tesla's Hollywood Diner just opened with exclusive merch for customers—complete with Cybertruck-shaped burger boxes and Optimus action figures.

🤖 Did you see OpenAI introduce its new agent by buying stickers?

🎭 Eddington fans rejoice in … the merch. From Ted Garcia and Joe Cross bobbleheads to the “Your Being Manipulated” Joe Cross campaign tee, A24’s merch is comedic-irony gold.

🤫 Psssst! We just launched a brand new newsletter. If you love the backpack but you’re really obsessing about AI right now (like us and the rest of the world), then you’ll love our new AI newsletter: The AI Promo Brief.