Millennials, Gen Z: Your childhood icons are now selling biscuits and coffee.

One Piece collaboration in April, while Starbucks India ran a Harry Potter-themed experience in March. While Britannia’s Jim Jam featured Marvel characters in March, Pokémon-themed Oreo packs have been on shelves since early 2025.

Britannia Treat Creme Wafers teamed up with Naruto, and Good Flippin' Burgers launched a Squid Game-inspired menu.It's a well-coordinated push to embed fandom into everyday consumption amid growing adult participation.The Indian toy market stood at $1.9 billion in 2024, accounting for 0.5% of the global market, according to Kotak Securities, while US-based market research firm Circana noted that 28% of global toy sales were driven by “kidults”. This is expected to flow into F&B collaborations.

In fact, "India is one of our most robust licensing businesses," said Alex Baillie, vice president and general manager, South Asia Pacific, Disney Consumer Products Inc., the retailing and licensing subsidiary of the Disney Experiences segment of the Walt Disney Co.For brands, the appeal lies in what marketers describe as the “halo effect”.“Consumers already have an emotional connection with the franchise and are naturally more excited to engage with the experience around the product,” said Siddharth Gupta, vice-president of marketing at Britannia.Even when a millennial has grown out of consuming biscuits, they are drawn to the IP as a collectable. “The starting point is always to ensure the collaboration feels natural to the product and the franchise it is associated with, rather than designing for one age group alone,” Gupta said.However, it is not easy for IP owners to choose which F&B brand to collaborate with.