Resellers Capitalize on Nostalgia as Starbucks and McDonald’s Collectibles Surge in Price

Adult collectors fueled by nostalgia are driving up resale prices for promotional merchandise from major fast-food and coffee chains, creating a booming secondary market on platforms like eBay and Etsy.

Since Starbucks released its “Peanuts” fall collection on Tuesday, featuring glass cold cups adorned with Snoopy, Charlie Brown, and Linus, the items have largely sold out on the company’s website. Despite a $40 retail price tag, some Snoopy cups have been listed on Etsy for as much as $120.

Similar demand has emerged for McDonald’s new “SpongeBob SquarePants” Happy Meal toy line, which also launched on Tuesday. Complete sets of the figures are being sold on eBay for approximately $90. Additionally, Burger King recently introduced a “Dragon Ball Super” figurine set, complete with cups and a paper crown, which is reselling for over $40.

While some sellers have lowered their prices or left room for negotiation, the overall trend reflects a growing culture where trading cards and branded toys are treated as investment assets. Neil Saunders, a retail analyst at GlobalData, noted that the limited-availability nature of these promotions makes them particularly attractive to resellers.

“You have to be a member of a particular tier in a loyalty scheme or make a particular purchase to get them,” Saunders explained. “Because of that, it makes them desirable and interesting. And of course, once it goes on an auction site like eBay, it’s very easy for that price to go up.​

Saunders highlighted a shift in target demographics, noting that while Happy Meals were traditionally aimed at children, they are increasingly designed to appeal to adults seeking nostalgia or collectible value. Social media virality has further accelerated this trend, with brands becoming more strategic about creating items that resonate with consumers.

A Starbucks representative confirmed to MarketWatch that the company now views ancillary products like cups as collectibles. However, the company declined to provide specific sales figures for the “Peanuts” lineup or details regarding store-level availability. McDonald’s and Burger King parent company Restaurant Brands International did not immediately respond to requests for comment.

The Starbucks “Peanuts” collaboration, which celebrates characters from classics like “It’s the Great Pumpkin, Charlie Brown,” was intended to promote the return of the seasonal pumpkin-spice latte. This move follows other recent partnerships with Hello Kitty, Roller Rabbit, and Dandy, all part of Starbucks’ broader turnaround strategy.

This phenomenon mirrors earlier trends, such as the resale of limited-edition Imax popcorn buckets inspired by Christopher Nolan’s film “The Odyssey,” which appeared on eBay with inflated tags. Saunders also pointed to the enduring popularity of Trader Joe’s tote bags and a Dunkin’ tote bag promotion as examples of how simple items can become viral collectibles worldwide.