Crumbs Bake Shop had nearly 70 specialty cupcake locations at its peak between New England and Washington, DC, along with a consumer following that brought decadence to another level when experiencing the most unique flavored and largest single-serve cupcakes available. Crumbs Bake Shop challenged Brand Squared Licensing to reinforce the brand experience in consumables beyond the cupcake, along with introducing the brand in new distribution channels, so the brand could be enjoyed in new locations, new dayparts, and additional times per week.  

Brand Squared Licensing developed a retail exclusive program with BJ’s Wholesale Club, AND Target, that introduced Crumbs Bake Shop beyond the specialty locations for the first time – with crumb cake, ice cream cupcakes, croissant donuts, and of course the iconic cupcake which featured the identical flavor profile for which the brand was known, at significant price/value superiority. Target focused specifically on a Crumbs Bake Shop branded, exclusive bake mix assortment. Brand Squared Licensing also brought the brand into bakeware and novelty personal cosmetics.