Recently, Crocs have been amping up their fun collaborations, ranging from Toy Story, Monster Inc, a potential return on their Shrek collaboration, and a Dragon Ball Z partnership. With that in mind, it may not seem so out of reach for Crocs to work with Haribo. Like the previous animations, these products all align with their timelessness and similarity in demographics ranging from kids to adults. Let’s be honest, who doesn’t like a sweet treat now and again? The audiences seem to align, and it brings the question of whether this collaboration is something people didn’t know they needed.
Based on the information released, fans can expect a multi-colorway in the Crocs Classic Clog silhouette. Priced at $70 USD and available on March 11. Inspired by their gold bear, the colorway has a translucent feel to it as it shifts from yellow, green, orange, and red throughout the shoe. Overall, the colors are vibrant and shiny, which creates a chewy visual feel to it. The Jibbitz charms that are available are gummy bears and a Haribo bag. Both charm styles also mirror the vibrant, glossy, and chewy aesthetic of the clog. The texture detailing on the midsole also alludes to the gummy inspiration from Haribo.
Also, they swapped their usual foam material for a sturdier translucent product. Overall, the look of the clog looks edible and vibrant. The co-branding appears on the strap of the clog, with Haribo’s logo on the sides in its bubble letters and Croc’s familiar logo at the center of the strap. Although this may be one of their few food-related collaborations, it seems that Crocs is casting a broader range in terms of their partnerships. Much of these unique collaborations can be attributed to the wide range of their demographic. This means that their partnerships will need to reflect that audience versatility, and it seems that there will be more fun partnerships to come.
Brand identity is important to consider because it determines their target demographic. Crocs is a product for any age and has gained that reputation based on their come-up. Crocs became more popular during the wave of re-popularizing styles and outfits from the 2000s. Although many millennials cringe at the childhood memories associated with Crocs, their popularity resurfaced and stuck with the Gen Z trendsetters. On the contrary, companies like Haribo also have a timeless nature attached to them because it's natural to want a sweet. In many ways, these brands align with their demographic and have the possibility of being an underrated success.
Collaborations typically happen because both brand demographics overlap. This works out for both the brands and their fans. Crocs has done celebrity partnerships, but its brand collaborations tend to be more adventurous and fun. Keep March 11 in mind, and don’t miss its gummy bear takeover.