This follows the model of a successful Lady Gaga collaboration in 2020 and another with singer Post Malone in 2025. Celebrity-created flavors brought in new customers and helped grow its awareness among Gen Z.

Partnerships have “become even more important as consumers’ purse strings tighten and they don’t have a lot of disposable income to spend,” Michelle Deignan, vice president of Oreo US, previously told CNN. “What we’ve seen is bringing credible partnership, like Selena, makes it worth it for consumers to part with their hard-earned cash.”