--- title: Why a New Stanley Cup Is Causing a Frenzy at Target description: Buyers rushing to buy a limited edition Stanley cup at Target are going viral on TikTok canonical: https://time.com/6552422/stanley-cup-craze-target/ author: Moises Mendez article:opinion: false article:content_tier: free article:published_time: 2024-01-05T21:19:20.000Z article:modified_time: 2026-08-04T07:50:40.070Z article:section: Entertainment og:title: Why a New Stanley Cup Is Causing a Frenzy at Target og:description: Buyers rushing to buy a limited edition Stanley cup at Target are going viral on TikTok og:url: https://time.com/6552422/stanley-cup-craze-target/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltb87116a98be93fbd/698a439c86f68e0ede6f31b0/stanley-cups-valentines-day.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 2400 og:image:height: 1350 og:image:alt: stanley-cups-valentines-day og:type: article twitter:card: summary_large_image twitter:title: Why a New Stanley Cup Is Causing a Frenzy at Target twitter:description: Buyers rushing to buy a limited edition Stanley cup at Target are going viral on TikTok twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/bltb87116a98be93fbd/698a439c86f68e0ede6f31b0/stanley-cups-valentines-day.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # Why a New Stanley Cup Is Causing a Frenzy at Target > Sponsored content. 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Terms and conditions apply. * Savings buckets are a feature of Ally Bank's Savings Account. * No ATM fees from Ally Bank at Allpoint and Moneypass ATMs plus we reimburse for fees charged by other ATM owners nationwide up to $10 per statement cycle. * Early direct deposit offers eligible direct deposits up to two days sooner. * Spending buckets are a feature of Ally Bank's Spending Account. ## Video: Parasocial Relationships: How Admiring a Celeb Might Be Healthy [Watch (HLS stream): Parasocial Relationships: How Admiring a Celeb Might Be Healthy](https://cdn.jwplayer.com/manifests/YQnKt3Qu.m3u8) (5:52)  _Published 2023-07-13. There’s a good chance that you—yes, even you—have had a parasocial experience. Ever yell at the football player on your TV who just fumbled the ball, even though you knew he couldn’t hear you? That’s an example of a parasocial interaction, which can progress into a parasocial relationship—typically defined as a one-sided social and emotional connection developed with fictional characters or celebrities._  by [Moises Mendez](https://time.com/author/moises-mendez-ii/)  ## Moises Mendez Jan 5, 2024 9:19 PM UTC  The Stanley 40 oz Stainless Steel H2.0 Flowstate Quencher Tumbler in Cosmo Pink The Stanley 40 oz Stainless Steel H2.0 Flowstate Quencher Tumbler in Cosmo Pink Cup: Target  by [Moises Mendez](https://time.com/author/moises-mendez-ii/)  ## Moises Mendez Jan 5, 2024 9:19 PM UTC A limited edition Stanley stainless steel tumbler has caused mayhem at Target stores across the U.S., as buyers rush to get the cups. Released Dec. 31 as part of Target’s “Galentine’s Collection,” the Cosmo Pink and Target Red tumblers quickly sold out online and in stores. The demand is high—a recent video showing a crowd of people rushing to get the cups off a display shelf at Target went viral on TikTok. The video has been watched more than 20 million times, and the hashtag #StanleyTumbler has accumulated over one billion views. This cup is not to be confused with Stanley's Starbucks collaboration cup, sold in the Winter Pink color and also causing a frenzy at Target stores. [_PEOPLE_ reports](https://people.com/starbucks-pink-stanley-cups-wont-be-restocked-after-chaos-at-target-resale-200-8422852?utm%5Fcampaign=peoplemagazine&utm%5Fcontent=new&utm%5Fmedium=social&utm%5Fsource=twitter.com&utm%5Fterm=659851ba6c57bd0001b1109b) that Starbucks will not be restocking the collaboration cups, which has sold out at some locations. The Stanley brand has been around for over 100 years and the steel vacuum-insulated water bottles found success on TikTok, seeing a $676 million increase in revenue from 2019 to 2023, [according to _CNBC_](https://www.cnbc.com/2023/12/23/how-a-40-ounce-cup-turned-stanley-into-a-750-million-a-year-business.html). The 40-oz Quencher tumblers, subject of the current craze, range in price from $45 to $55\. The videos have captured the attention of a confused audience. “Am I missing something?” one person asked in the comments section. “Is it everyone’s goal to collect as \[many\] colors as you can or? What happens with the other cups you have? Do they just retire every time you get a new cup?” ### More From TIME Stanley’s 40-oz Quencher tumblers have existed since 2016 and were not immediate standouts. The brand was more known for its staple product: [the classic green water bottle](https://ca.stanley1913.com/products/classic-legendary-bottle-1-5-qt). The company released a redesigned Quencher bottle with different colors in 2022\. A representative for Stanley told _Today.com_, “In 2022, there was a 275% increase in sales of the Quencher year over year, and U.S. sales of all sizes of the tumbler were up 751% in the year to date.” Last year, the tumblers took off on TikTok with the rise of [#watertok](https://time.com/6269645/tiktok-flavored-water-juice/), when creators filmed themselves making flavored water concoctions in their large Stanley cups. It’s nearly impossible to scroll through the app now without seeing at least one video of a creator [displaying their vast collection](https://time.com/6548056/2023-food-trends-to-ditch/) of water bottles or trying to sell a customized tumbler. There are limited edition bottles, like the Starbucks collab that just dropped, but they’re not the only brand to work with water bottle company. Olay [joined forces with Stanley](https://www.modernretail.co/marketing/retailers-like-target-are-jumping-at-the-chance-to-collaborate-with-stanley/) to drop a limited edition of “Blue Adventure” Quenchers and singer Lainey Wilson also collaborated with the brand. [_VICE_ reported seeing](https://www.vice.com/en/article/y3wk4j/stanley-cup-limited-edition-valentines-day-tumblers) a $29,000 Stanley cup on the re-sell website StockX, which doesn’t seem to be available anymore, but there are plenty of listings for hundreds of dollars. In November, Stanley gained attention after a woman posted a video showing that her Stanley cup survived her car catching on fire—and still had ice in it. The video racked up over 92 million views and the company’s president even offered to gift her a new car. While the high demand for the cups suggests the Stanley fervor will not die down, _Business Insider_ reports their [popularity may be hitting capacity](https://www.businessinsider.com/stanley-cup-trend-gen-z-peaked-what-is-next-2024-1). The cups are “on their way out. This is peak, Stanley. There’s no up from here,” youth consumer trends analyst Casey Lewis told the publication. Part of the reason, according to Lewis, is the Stanley’s unusual trend pattern: the tumblers began as a favorite among primarily millennial women before becoming popular with Gen Z. “Most trends start with cool youth, and then once they trickle down (to younger kids) and up (to adults), the cool youth move on,” she said. But #watertok will flow on. A new water bottle brand, Owala, is already making its way into the mainstream. The Stanley cup may have replaced the popularity of Hydroflask water bottles (even though some of us will [never let go of ours](https://www.tiktok.com/@bigpapadinosaur/video/7288678994764074286?q=hydroflask%20run%20over&t=1704473401541)). But everything has an end. ## Transcript Really my whole career has been a series of case studies, the fans and some Bruce, Springsteen Madonna Prince Paul McCartney. After you've done your 15th case study you start to say well you know the case studies is a generalizable but well. Okay there's some commonalities here. Parasocial is defined as non reciprocated. I know you, you don't know me back, a pair of social, interaction is what happens while you're consuming media, think of yourself at home, watching a sporting event and the guy just dropped the ball, and you're sitting there yelling at him, for being an idiot for dropping the ball. That's a social interaction. That's watching Stephen Colbert, and he's talking to me and I'm talking back. I know he can't hear me, but I feel like, because he's talking to the audience somehow I should respond. Now, the pair of social interactions during media consumption, if I walk away from the media and I'm still thinking about the person I'm talking about what I would have done. If I'd been that character in that movie or maybe I'm thinking about what I would have said that person that would have been better than what they said. Her social attachment is when I derive Comfort from that person most often through their work. They interviewed once Josh Groban fan who had stage 4 cancer, and she said, I don't go to my chemotherapy without my iPod with my Josh Groban. Music, it makes me feel better being in the time were born or sort of metaphorically, hardwired to be attracted to the familiar faces and voices of other people. And if you look particularly what happens in digital media, and internet media, there's a Tennessee when you find someone whose work you like to sort of do this immersion in their work, so that you're looking at them, their face during their voice over and over and over and over. And when you think about that much exposure to the station voice of a person, This is what is the foundation for what we call attachment? Back in the 1980s, when they began to study this, the two main kinds of parasocial relationships and so poppers and intended to be a middle-aged to elderly population. Were forming those attachments. And what the research has shown, is that one of the things of her social relationship can do is to mitigate loneliness. So that person who's may be socially isolated because they're elderly and their family, never meet visits them have formed a social Shoes that are meaningful and it helps them feel less isolated. And then if they have access to the internet, then they can do all these other things we've already talked about, which is not only reach out to the celebrity, but more commonly, reach out to other fans. Besides the lack of reciprocity, I know them, they don't know any back, there's usually a difference in status. So they're at a higher status than you are. And you heard of the pair of social thing can be that you aspire to that their state is the convention. She was the first woman in space and she got on stage with Michelle Nichols from Star Trek. The Original Series and said, I saw the shell Nichols is Lieutenant Uhura on the bridge of the Enterprise. And I thought I could be there in space. There, I am. I represent it. I met so many young people during the Michael Jackson study, who told me that they realized, they could become an Entertainer. After they saw the Jackson 5 on Ed Sullivan, I had fans that interview. Where is the business who were in Hollywood working and entertainment? Who said this is where I realized I could do that. I had these models of these five young men who are doing it very well and it was meaningful to me because they look like me. Listen to development and lessons in general. 10 to number one become focused and intense about things and also did not always show the best judgment. The upside of that is that if they're developmentally not ready for a real relationship, there in a social relationships, have sex with them or whatever, there's no danger that if you're a teenager and you know that I have a crush on this person and it's not going to get complicated. I actually followed some Michael Jackson Bad Tour 1988 and I saw them again twenty years later and every one of these people have gone on to have a positive normal life and they were among the people that were Maybe they were following him around, maybe they were really, really into him but that it's for the temperature, warm feeling they had about, I haven't been a fan and what those experiences represented. So I do think that that, you know, there is the potential if kids get, you know, in over their heads. 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