Roller Rabbit × Crumbl

The brief

Pitch a collaboration between a fashion brand and a brand from outside fashion entirely, written for the fashion company’s CEO. Ashley and I paired Roller Rabbit, the joyful, print-driven lifestyle brand, with Crumbl Cookies, the largest cookie company in the US. The one-line pitch: where playful prints meet your favorite cookies.

My role

Ashley and I each took a brand. I researched Roller Rabbit — its history, positioning, and market — while Ashley researched Crumbl and hand-drew the collection’s prints. Then I brought the two together: the case for why they work, the collaboration goals and Roller Rabbit’s collab history, the inspiration board, and the full-funnel strategic marketing plan, through to the closing summary.

The brands

Roller Rabbit was founded by Roberta Freymann in 2003, inspired by a hand-block printed fabric with a magical rabbit she found in India. Its mission is to outfit vibrant lives through joyful, playful clothing — bold signature prints on everything, with pajamas from $48–$328 and accessories from $28–$148. It has 12 boutiques plus global e-commerce, 217K followers on Instagram, and 194K on TikTok.

Crumbl was founded in 2017 by Jason McGowan and Sawyer Hemsley and has grown to 1,105 US locations and over $1B in US sales. It’s known for a weekly rotating menu, cult-favorite classic flavors, and the iconic pink box. Its mission, to bring loved ones together over the best cookies, reaches Gen Z and families alike, and its social following dwarfs most fashion brands: 6.3M on Instagram and 10.8M on TikTok.

Why they work

Same values, same audience, same aesthetic. Both brands are built on togetherness, family, and feel-good living; both skew Gen Z with multigenerational pull; both are unapologetically colorful. They share a customer but have never shared a space.

The goals

Since 2022, Roller Rabbit has made collaborations its main growth strategy, and it’s working: 38% of customers from its 2025 Lilly Sisto collab were new to the brand. Its track record — LoveShackFancy sleepwear (2024), Starbucks (2025), a 250-piece Target drop (2026) — shows it can carry a print-led pajama capsule and cross into food and beverage. Crumbl brings the reach; Roller Rabbit brings the prints. The goal is awareness with new Gen Z customers, driven by social.

The collection

A limited-edition pajama and accessory line inspired by Crumbl’s most iconic flavors, for women, men, and children. Ashley hand-drew the prints — cookie repeats, sprinkles, and new takes on Roller Rabbit’s signature monkey — in a seven-color story pulled from both brands. Every pajama set is in Roller Rabbit’s 100% Peruvian Pima cotton.

• Pajamas: women’s cami-and-short sets ($118) and long button-down sets ($158), men’s long sets ($158), and children’s sets ($68).
• Accessories: eye masks and claw clips ($28), slippers ($58), cosmetic cases ($98), and quilted totes ($118).

To visualize the line, we rendered white pajama sets from Roller Rabbit’s basic sleepwear flats in Newarc AI, then mapped Ashley’s illustrations onto the fabric as seamless repeats.

The launch plan

The marketing plan stays social-first, like Roller Rabbit itself, and runs the full funnel:

• Awareness: teaser content across both brands’ Instagram and TikTok leading up to launch.
• Consideration: campaign videos and influencer content showing off the prints and the full assortment.
• Conversion: a limited-edition drop on rollerrabbit.com and in all 12 US boutiques, so scarcity drives the purchase.
• Loyalty: quality that earns hauls on social and brings customers back to Roller Rabbit.
• Advocacy: happy customers spread the word, sending new fans to both brands.

Two communities that already love the same things, finally in the same place — and each brand’s fans introduced to one they didn’t know they were missing.