This Disney Anniversary Wasn’t Even Planned—Now Brands Are Fighting to Be Part of It

Nobody’s perfect, but companies from Starbucks to Zara are hoping their collabs are a hit with Gen Z and Millennials.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Illustration: Inc; Photo: Getty Images, Stoney Clover Lane, Hollister

Brands are getting the best of both worlds by tapping into the nostalgia of two generations through Hannah Montana, the hit Disney show starring Miley Cyrus that’s set to release a much-anticipated twentieth anniversary special tomorrow.

Hannah Montana aired from 2006 to 2011, accumulating a fanbase that includes both Millennials and Gen Z. That means the upcoming special presents a rare opportunity to connect with a wide swath of customers—and brands know it.

Starbucks just released a Hannah Montana-themed secret menu item, the Secret Popstar Refresher, to jump on the hype. Other food and beverage brands took their excitement to social media.

Chipotle posted a picture of two burritos—one sporting Cyrus’ character’s classic wavy hairstyle and the other wearing her pop star alter-ego’s iconic blonde wig—along with a reference to the show’s theme song. Jimmy Johns, Jersey Mike’s, and Olipop were quick to follow suit by posting pictures of their own products donning blonde wigs.

How Anthropic's Claude AI Became a Co-Founder

Fashion and lifestyle brands, on the other hand, are joining the fun by producing merch in collaboration with Disney. Spanish fashion brand Zara released a $35 t-shirt that spells Hannah Montana out in rhinestones in February. It sold out “almost instantly,” according to The Hollywood Reporter.

Stoney Clover Lane launched a collection of Hannah Montana-themed bags, pouches, charms, and patches on March 22. Hollister and Adidas dropped limited-edition clothing lines and Funko dropped a $15.99 collectible Hannah Montana doll. Cosmetics brand Maybelline, meanwhile, is partnering with Disney to bring pop-star glam station pop-ups to Los Angeles and New York.

It’s likely that these collaborations came to life within just three months, since Cyrus recently told Variety that Disney didn’t plan to celebrate the twentieth anniversary of Hannah Montana with a special until she started to publicly tease the idea. “I just started promoting a ‘Hannah Montana’ 20th-anniversary special that literally did not exist,” she said.

Charlie Andrews, the Disney executive who headed up the project, added that Cyrus willed the special into existence, with the company only beginning preparations in December.

The daily digest for entrepreneurs and business leaders

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

© Inc.com