# Soap Collab Soap brands are collaborating with games, television shows, and adjacent brands. By [Colin Smith](https://www.trendhunter.com/Colin96), Senior Insights Analyst | Published Jun 8, 2025 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/soap-collab ## Key Figures - Trend score: 7.5/10 - Evidence articles: 6 ## What is the Soap Collab trend? **Soap Collab:** Soap brands are joining forces with cartoons, video games, and other lifestyle brands to create themed soap collections that blend fun and functionality. These collaborations infuse familiar characters and iconic aesthetics into everyday hygiene products, turning them into collectibles. ## The consumer insight behind the Soap Collab trend In today's consumer landscape, where identity and engagement play crucial roles in brand loyalty, everyday products are expected to be more than just functional. Modern consumers—particularly millennials and Gen Z—are drawn to products that offer novelty, nostalgia, and a connection to their favorite digital worlds. Amid this backdrop, the pressures on brands to innovate and stimulate online and offline conversations have led to creative partnerships between soap brands and media properties. ## At a Glance - Evidence: 6 featured examples - Articles from: Jul 23, 2024 to Dec 5, 2025 - Published: Jun 8, 2025 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Examples of the Soap Collab trend 6 featured examples from Jul 23, 2024 to Dec 5, 2025. - [Playful Bath Products](https://www.trendhunter.com/trends/lush-x-shaun-the-sheep): Lush x Shaun the Sheep Bring 'Baa-rilliant' Fun to Your Bath Time (Category: Marketing) Implication: Collaborations between popular entertainment franchises and consumer goods drive new revenue streams and brand engagement. - [Collectible Girl Group Soaps](https://www.trendhunter.com/trends/lush-x-katseye): The Lush x KATSEYE Collaboration Shares Expressive Bath Essentials (Category: Fashion) Implication: The intersection of beauty products and music collaborations allows for the creation of novel, branded skincare items that leverage celebrity influence to broaden market reach. - [Sci-Fi Series Character Soaps](https://www.trendhunter.com/trends/dr-squatch-x-stranger-things): The Dr. Squatch x Stranger Things Collab Features Distinctive Scents (Category: Marketing) Implication: The personal care industry is leveraging popular media franchises to create unique product lines that offer fans a deeper, more tangible connection to their favorite stories. - [Fairytale-Inspired Fragrances](https://www.trendhunter.com/trends/the-enchanting-collection): The Disney Princess Collection by Bath & Body Works is Enchanting (Category: Fashion) Implication: Innovation in scent formulation and application methods can amplify personal care rituals with multisensory experiences. - [Game-Themed Soap Collabs](https://www.trendhunter.com/trends/dr-squatch-x-call-of-duty): Dr. Squatch X Call of Duty Bring Battle-Ready Hygiene to Your Routine (Category: Marketing) Implication: The personal care industry can leverage nostalgic and cultural motifs to resonate with niche audiences, enhancing product appeal. - [Cartoon Anniversary Soap Bars](https://www.trendhunter.com/trends/nautical-nonsense): Dr. Squatch Drops the SpongeBob SquarePants 'Nautical Nonsense' Soap (Category: Marketing) Implication: The personal care industry is continuously evolving through the infusion of popular culture and nostalgia, offering unique and themed product experiences. **Workshop question:** How could your brand create unique products and experiences for its consumers by collaborating with media or adjacent brands? ## Themes within the Soap Collab trend ### Pop-Culture Collaborations The integration of popular media characters into consumer products transforms everyday items into collectible experiences. ### Nostalgia-Fueled Consumerism Consumers are gravitating towards products that evoke nostalgic memories, enhancing emotional connections with brands. ### Sensory Branding Through unique and evocative fragrances, brands are redefining personal care products as sensory experiences that evoke specific moods and themes. ## What the Soap Collab trend means for industry ### For Personal Care An industry ripe for innovation where traditional hygiene products are reimagined as engaging and immersive experiences through creative branding. ### For Licensing & Merchandising This sector sees growth opportunities through partnerships that leverage beloved franchises, expanding brand reach and consumer engagement. ### For Gaming & Entertainment The intersection between gaming culture and consumer products presents novel opportunities for personalized and themed merchandise. ## Trend signals for Soap Collab Trend score 7.5 out of 10, from popularity 84%, activity 88%, freshness 54%. - Popularity: 84% - Activity: 88% - Freshness: 54% ## Recent trend clusters - [Machine Oversight](https://www.trendhunter.com/protrends/computer-vision-audits) (Tech) - [Perimeter Staging](https://www.trendhunter.com/protrends/outdoor-holiday-displays) (Art & Design) - [Routine Compression](https://www.trendhunter.com/protrends/protein-powder-with-fiber) (Lifestyle) - [Player Imprints](https://www.trendhunter.com/protrends/athlete-inspired-shoes) (Fashion) ## Trending in Marketing - [Theatrical Candy Counters](https://www.trendhunter.com/trends/theatrical-candy-counters) - [Korean-Inspired Convenience Menus](https://www.trendhunter.com/trends/korean-inspired-convenience-menus) - [Prebiotic Soda Cans](https://www.trendhunter.com/trends/prebiotic-soda-cans) - [Remarkably Comfortable Canadian Sleepwear](https://www.trendhunter.com/trends/sleep-the-label) All articles: [Marketing](https://www.trendhunter.com/marketing)