Case Study

When we speak as Museum of Ice Cream we want the world to know that imagination makes real things happen, that play & laughter are healing, and that full inclusivity & self-expression are the future.

Museum of Ice Cream believes in creating beautiful and shareable environments that foster interaction, providing fun, multi-sensorial expressions of joy that cater to the appetites of our generation.

Goal

Extend Museum of Ice Cream into key categories through bold brand extensions and retail partnerships. Further MOIC as a consumable brand icon by reinforcing cultural relevance and generating hype through very specific partnerships and categorical innovation

Pink T-shirts with designs and text promoting a museum of ice cream, a woman in a pink cap holding an ice cream cone, and a person in a white sweatshirt with a graphic design balancing a pink balloon and a pink cap with a cherry emblem.

Result

Museum of Ice Cream had unprecedented success at retail leading to proven feasibility in licensing as a strategy to explore beginning early 2024. Nearly a dozen partners are either in market or targeted to launch in 2026 across multiple categories & territories, including food, beverage, beauty, fashion & home.

Assorted colorful beauty and jewelry accessories on a pink background, including lip glosses, brushes, a necklace, charms, gummy candies, sprinkles, and a box of sprinkles.

Nearly a dozen partners are either in market or targeted to launch in 2025-26 across multiple categories & territories, including food, beverage, beauty, fashion & home.

A collage of colorful, playful images featuring pink-themed items including ice cream, drinks, cans, ice cream cones, phone cases, a group of women in fun outfits, makeup, pajamas, bowls, and a woman wearing pink sunglasses.

#1 SOCIAL MEDIA’D VENUE
in the world based on sq ft

6M+ GUESTS
in 2024 with 1,200 -2,400 people visiting each Museum of Ice Cream location per day

TARGET LTO
sold into 1,800 stores and sold out
for children’s apparel

MOIC x SEPHORA COLLABORATION
sold out in 2 months across every Sephora location
in North America

NICKELODEON’S “KID OF THE YEAR AWARDS”
with Trever Noah was hosted at
the Museum of Ice Cream

DTR WITH LAWSONS IN JAPAN
was ranked #1 SKU in ice cream across 14,600 stores, even though there is no Museum of Ice Cream location in Japan

10B
Media Reach

1B+
Social Amplification