NCCapital

Starbucks is once again using limited-edition merchandise to generate excitement around its stores, and this time Snoopy is driving the frenzy.

The coffee chain launched a new Peanuts merchandise collection at select locations Tuesday, featuring a limited-edition glass showcasing Snoopy in a Starbucks-green scarf and orange beanie.

The glass originally retailed for $40, but its limited availability has quickly pushed resale prices dramatically higher. Some listings have reached approximately $200, representing a fivefold increase over the original purchase price.

Demand was strong enough that some customers reportedly arrived at Starbucks locations around 2 a.m. to get in line before the merchandise sold out.

Not everyone who wanted the collectible was successful. Customers across social media reported finding empty shelves, while others said the Snoopy glass was unavailable at their local Starbucks altogether.

The scarcity has become part of the story, with customers sharing photos and complaints online as word spreads about which locations still have merchandise available.

For Starbucks, the release offers another opportunity to turn a physical product into a social-media event. Limited-edition cups have become a recurring source of online attention for the company, creating urgency among collectors and fans.

The Peanuts partnership adds another layer of nostalgia to the strategy. Snoopy is one of the most recognizable characters in popular culture, while Starbucks has built a dedicated following around collectible drinkware and seasonal merchandise.

The immediate resale activity highlights the unusual economics surrounding these releases. A product sold for $40 in stores can command several times that amount when supply is limited and demand is concentrated among collectors.

Whether the Snoopy launch translates into meaningful and sustained increases in Starbucks traffic remains uncertain. But the initial reaction shows that the company continues to have a powerful tool for creating attention: making its merchandise difficult to get.

For Starbucks, the latest cup is more than a piece of drinkware. It is another attempt to turn scarcity, nostalgia and internet buzz into reasons for customers to walk through the doors.