Brand collaborations are making major waves in 2024, with companies joining forces to launch limited edition products, enter new markets, and promote shared causes. From cookware to puppies to cosmetics, these collaborations demonstrate the power of partnerships.


Our Place x Fly By Jing

In celebration of the Lunar New Year on February 10, Our Place, the company behind essential cookware and dinnerware, partnered with Fly By Jing, the first 100% all-natural Sichuan chili sauce company, to launch a limited-edition Saucy Hot Wok Set. The set bundles a carbon steel wok, glass lid, beechwood spatula with a dragon (year of the dragon), handwoven steamer, cooking chopsticks, 10 steamer liners, and 3 of Fly By Jing’s sauces – all the essentials for festive holiday meals. This collaboration was a mutually beneficial one, with each partner contributing their unique products to make a set as “hot as a fire-breathing dragon,” as described in their joint Instagram post. “When we think about the Lunar New Year, our earliest memories begin with family and friends at tables overflowing with food. An ode to these cherished memories and the festive dinners yet to come, the Hot Wok will become a kitchen staple,” they added. The brands also hosted an in-person event on January 27th & 28th in Los Angeles, where attendees could meet the teams and see the products at the Our Place store.


Animal Planet’s Puppy Bowl x Best Friends Animal Society

The Super Bowl brought many celebrity-brand collaborations, but one partnership that created a real impact was Animal Planet’s Puppy Bowl with Best Friends Animal Society. “A big goal for our team was to drive more impact for pet adoption than ever before…each one of our partnerships gives our fans fun ways to join the Puppy Bowl celebration but also drives awareness for shelters across the country,” shared Karen Bronzo, CMO of U.S. networks group at Warner Bros. Discovery (parent company of Animal Planet). Warner Bros. Discovery matched donations to cover adoption fees nationwide at Best Friends Animal Society’s lifesaving centers, including over 150 shelter and rescue group partners, from February 7-14. The heartwarming game featured 131 puppy players from 73 shelters and rescues across 36 states and territories, including 6 with special needs. Inspiring adoption stories were highlighted throughout the program, including other brands like Wag!, celebrities like Miranda Lambert, and athletes from the Ravens, Zay Flowers, and Patrick Queen helping the cause on social media. This shared goal among all partners brought great attention to the 20th anniversary of the Puppy Bowl and finding permanent homes for these pups. 


Elate x Axiology

Two clean beauty brands, Elate and Axiology, collaborated on a limited edition Better Bundle launched on February 13th. The bundle offers 20% savings on the brand’s most popular items,  Elate’s refillable Essential Mascara and Axiology’s Multi-Use Balmies. This cross-border partnership between the Canada-based and U.S.-based woman-owned businesses allows environmentally-conscious customers access to a valuable bundle. It also allows Axiology, which can’t be directly sold in Canada, an opportunity to build a new customer base. 

In an Instagram Live announcing the partnership, the founders endorsed each other’s sustainable products and packaging, which gave an authentic testimonial. Both Elate and Axiology cater to low-waste, zero-plastic, non-toxic consumers with similar values around ethics and sustainability. This organic partnership introduces each brand’s audience to new clean beauty products to complete their minimalist look.


We hope you enjoyed this edition of “Brand Collaborations Making Waves,” spotlighting impactful partnerships. For this month, were there any collaborations you saw worth mentioning, or what emerging collaborations would you like to see covered? Additionally, if this piece sparked ideas on potential partnerships for your business, our team offers dedicated project and retainer partnership services to guide you from ideation to launch. Our expertise helps assess readiness, identify partners, negotiate win-win terms, and maximize opportunities. Reach out to start a discussion on achieving your goals through strategic collaboration in 2024 and beyond.