Pinkberry, the tart frozen yogurt chain owned by MTY Food Group, is launching two co-branded limited-time offerings in partnership with DC Studios and Warner Bros. Pictures ahead of the studio's Supergirl theatrical release on June 26, 2026. The promotional lineup — a themed frozen yogurt and a branded lemonade — marks the brand's most prominent entertainment tie-up in recent memory and is designed to capture summer discretionary spending at its seasonal peak.
The partnership pairs Pinkberry's core product format against one of Warner Bros.' most anticipated comic-book adaptations of the year. While financial terms of the licensing arrangement were not disclosed, co-branded quick-service promotions of this type typically carry media and in-store activation commitments ranging from low six figures to several million dollars depending on exclusivity scope and campaign duration, according to industry practitioners.
For Pinkberry, the timing is strategically deliberate. Frozen dessert chains generate a disproportionate share of annual revenue during the June-through-August window, and limited-edition flavors anchored to cultural events have shown measurable lifts in transaction volume for comparable operators. Parent company MTY Food Group, which acquired the brand as part of its broader U.S. portfolio expansion, has signaled interest in elevating Pinkberry's brand visibility through experiential and pop-culture marketing.
The broader quick-service frozen dessert segment has faced persistent headwinds from consumer trade-down pressures and elevated dairy input costs, making differentiated traffic-driving events increasingly important to franchisee economics. Competitors including 16 Handles and Yogurtland have similarly leaned into seasonal and IP-driven promotions to sustain same-store sales momentum. Pinkberry's move into a major studio partnership raises the competitive bar within the category.
Pinkberry has not disclosed the specific flavors, retail price points, or the number of participating locations for the Supergirl promotion. The campaign is expected to run through the summer, though an end date has not been announced. Industry observers will be watching whether the activation translates into measurable comparable-sales improvement when MTY Food Group reports its next quarterly results.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
