Brands have long collaborated with celebrities to market their own goods and services, as well as expand their product offerings with branded merch that appeals to fans. Megan Thee Stallion and Dolly Parton are two of the more savvy saleswomen when it comes to these partnerships, and both align themselves with brands that reflect their own values.

Megan Thee Stallion As ‘Mother Fitness’

Hot on the heels of her collaboration with Flamin’ Hot last year, Megan Thee Stallion kicked off 2024 by partnering with gym chain Planet Fitness, starring in ads as “Mother Fitness” offering encouragement and “Big Fitness Energy,” expanding “Hot Girl Summer” into a year-round goal.

Like her other brand partnerships, the Planet Fitness gig taps into Megan Thee Stallion’s personality and personal interests. She has long posted clips of her workouts on social media and says exercise is an important part of her routine, which makes partnering with the gym a natural fit that “genuinely embodies” her personal values. It also boosts the gym company’s effort to raise its profile with Gen Z, social media natives for whom personal values drive purchasing decisions.

To that end – and like Megan Thee Stallion’s previous collaborations – the Planet Fitness campaign featured a limited-edition merch collection to support her nonprofit, the Pete & Thomas Foundation. Items include a “Real Hot Girl Fit” bucket hat and water bottle, plus a sweatshirt that promises “Big Fitness Energy For Everybody-ody-ody…” in a nod to her 2020 song celebrating body positivity. Free “Move Your Body-Ody-Ody” workouts are available via the Planet Fitness app as well.

Party Like Dolly Parton

Dolly Parton drives a flourishing merchandising empire, whether it’s souvenirs from Dollywood (her Tennessee theme park), Duncan Hines baking mixes or her successful partyware collection available at Amazon, Walmart and other retailers.

Launched in August 2023, the festive collection originally included plates, balloons, tablecloths and more in four different patterns – even a pink “Backwoods Barbie” sash complete with fringe. This month, Parton partnered with Walmart to expand the big-box retailer’s selection.

The country superstar has also expanded her line of Duncan Hines baking mixes, first launched in 2022. As a tie-in to her recently released Rockstar album, Duncan Hines released the “Bake Like a Rockstar” box just this week, its third edition of an exclusive Dolly Parton Baking Collection available through the company’s “Baking With Dolly” page.

The assortment, which comes in a custom box with an illustration of Parton on the lid, includes three of the new baking mixes, a can of frosting, a limited-edition Dolly Parton magnet, an oven mitt, three keepsake recipe cards and a “special note” from Parton. The first collection in 2022 included a collectible tea towel and spatula, as well as a letter.

Dolly Parton x Duncan Hines "Bake Like a Rockstar" collection
IMAGE: Duncan Hines x Dolly Parton

Like Megan Thee Stallion’s product partnerships, Dolly Parton’s baking and partyware collections reflect her interests and values. Parton loves to cook, especially for Carl Dean, her husband of nearly 60 years, and the new chocolate cake mix was added because chocolate cake is his favorite. The Southern-style sweets are a special treat for her, too. “Growing up poor, we didn’t have a lot of sugar, so we didn’t have cakes all the time,” she told People in 2022.