Pop-Tart and Lyrical Lemonade are joining forces to help students customize their back-to-school gear. The two brands are hosting a pop-up experience in LA this month where select visitors can create their own Pop-Tart-inspired backpacks, skateboards, notebooks, and sneakers. Guests including actress Storm Reid are also coming to the event where branded merch will also be available. And a Pop-Tarts x Lyrical Lemonade Toaster Pastry is also hitting the brand’s website on August 14, building on the “What Would Pop-Tarts Do?” platform that was introduced earlier this year to help build excitement for returning to school despite uncertain circumstances. Lyrical Lemonade announced its limited-edition Lemon Creme Pie flavor with Pop-Tart last month in a post that garnered more than 115,000 likes within 24 hours, and the partnership shows how Pop-Tart is leaning into both digital and in-person experiences to engage with young people. (Marketing Dive)
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