"Stanley Cup Craze: The New Collectible Selling Out and Sparking Frenzy at Starbucks and Target"
The limited edition Stanley x Starbucks Quencher Tumbler has become a social media hit, leading to frenzied demand and a policy of limiting purchases to two per person at Target. The $45 tumblers are now being resold on eBay for over $200 due to their scarcity. Stanley's president acknowledges the strategy of maintaining some scarcity to fuel demand, while also trying to increase production to meet the growing interest. This strategy has contributed to Stanley's revenue growth from $70 million to $750 million annually.