CANTON, Mass.—This week, Dunkin’ launched a line of new signature merchandise, Nation’s Restaurant News reports. Products include pajamas, bathrobes, joggers, sweatshirts and other clothing items, all of which are emblazoned with the chain’s logo. In addition, some of the items—including a baseball hat, phone case, laptop case and long-sleeved t-shirt—can be customized with a person’s name.
“From functional to just fun, our holiday merch offers everything needed to bring our fans smiles and good cheer and helps them give joy to their Dunkin’ loving family and friends this holiday season,” said Drayton Martin, vice president of brand stewardship at Dunkin’, in a press release.
Dunkin’ also has a limited-edition catalogue for “giftin’,” which includes a Dunkin’ x Keurig machine, mini fridge, bedding, scrunchies, tandem bike, apron and dog leash with the hot pink and orange logo. Designed by Dunkin’ along with Jones Knowles Ritchie, BAMKO made the merchandise.
“I think that the pandemic has altered the consumer dynamic with brands in general,” said Joseph Szala, principal at Vigor Branding. “Specifically, expectations of their role in our lives, and how they represent our values. Suffice to say, time spent inside and at home have increased scrutiny on brands, their messages and extended offering. Because of this, the Dunkin' line poses some intriguing options that seem to align with the new normal. Cozy onesies play to those who have a reinforced love of lounging. The apron speaks to those who found a love for baking and kitchen culture. Overall, I think these are fun moments of reprieve from an otherwise crazy world,” Szala said.
This isn’t the first time Dunkin’ has debuted merchandise revolving around a certain theme. Last winter, Dunkin’ collaborated with rapper Snoop Dogg for a merchandise line surrounding the debut of its Beyond Meat sandwich.