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Around the World and Then
Some in a Coffee Mug
by Bob Brooke

Promotional merchandise seems to be everywhere, from toy trucks to stuffed animals to coffee mugs. Collecting these has become a passion for some people and with the advent of online auctions and other retails sites, collectors can find just about any promotional collectible on the market. And that includes Starbucks coffee mugs in seemingly endless varieties.

Founded on 30th March 1971, Starbucks has grown to become an iconic coffee chain that has fans in every corner of the world. The company’s success can be attributed to its high-quality coffee, a high level of hospitality, great branding, and its great merchandise.

Among the company’s merchandise are the Starbucks mugs. These mugs have an expansive collector’s craze around them. People have been known to collect different thematic Starbucks mugs, from country-themed, Christmas specials and coffee-producing places to Disney specials.

While the market for many promotional collectibles tends to go up and down like a rollercoaster, the market for Starbucks mugs, on the other hand, seems to skyrocketing to the stratosphere. One of the reasons for this is that Starbucks limits the number of each mug it sells. Instead of just one series, like Hess Toy Trucks, produced in such abundance that they flooded the market, leaving some worth less than customers paid for them, Starbucks has produced a number of different mug series, so collectors have their choice of what to collect.

The First Series Appear
Starbucks introduced its first city collection in 1995. and was the ‘Icon Series’ followed by the ‘Collage Series’ and then the ‘Skyline Series’. Now there is the jumbo-sized ‘City Mugs Series’.

But the first cups to collect were already available in 1994. Starbucks released the Global Icon series in 2008, releasing 44f7 different mugs. It gave coffee lovers and avid travelers a unique way to commemorate their travels. Tens of thousands quickly realized the series was a well designed, conversation piece, plus a way to recall cherished memories.

Then Starbucks decided to discontinue the Global Icon series, replacing it with a colorful and cartoonish "You Are Here" series. But the European and Asian markets hung on to the Global Icon series past the 2012 introduction of the You Are Here mugs. Sadly, the Global Icon mugs began to disappear to the shagrin of collectors. The You Are Here mugs also had a different form, with a shallower, wider bowl that cools coffee more rapidly.

The Global Icon series alone contains 420 different cups. In addition, there are country cups. China has the most cups with 59, followed by the United States with 49, then Germany with 38, and Mexico with 26.

Besides the city and country cups, Starbucks issued a series of special cups to celebrate popular events such as Oktoberfest. There are also cups for states in the United States. It seems just about everywhere there’s a Starbucks there are souvenir mugs.

Since 2012, however, the only series sold in the U.S. and Canada is the "YOU ARE HERE" series of 494 different 14-ounce cups. The Global Icon cups from 2008 are no longer available in these countries in the Starbucks stores, so collectors have to shell out the big bucks to add them to their collections. But even this series didn’t last long, as Starbucks replaced it with 321 different 14-ounce “BEEN THERE” cups, retailing for $12.95 in the U.S. These cups feature artwork inspired by local attractions, flowers, aromas, and local cultural styles.

What Draws Collectors to Starbucks Mugs?
Starbucks City Coffee Mugs are not just your ordinary coffee cups. These limited-edition collectibles showcase beautiful designs inspired by iconic landmarks and vibrant cityscapes from around the world. Each mug is a piece of art, capturing the essence of a city and its unique charm. From the bustling streets of New York City to the serene landscapes of Kyoto, these mugs offer a chance to explore different cultures and bring a piece of the world to your morning coffee routine.

Because Starbucks limits the number of all these mugs, collectors must hustle to obtain the latest ones once they appear in Starbucks locations. As new designs are released periodically, collectors must be quick to get their hands on these limited-edition treasures. The excitement of hunting down a particular mug or completing a series becomes an addictive pursuit, making each addition to your collection a rewarding experience.

The joy of discovering hidden gems. Some mugs may be rarer than others, making the hunt even more thrilling. Imagine stumbling upon a long-sought-after design or finding a rare, discontinued mug at a local thrift store – the feeling of triumph is simply unbeatable! Plus, with the ever-growing popularity of the Starbucks City Coffee Mug series, you never know when a new favorite design will be unveiled.

Another thing that collectors of Starbucks mugs like is the social collection and interaction with fellow enthusiasts. Sharing your collection on social media, joining online forums, and participating in swap events are all fantastic ways to bond with other collectors.

The Sky’s the Limit
With the demand for Starbucks mugs rising among collectors, their price has also been on the rise. Today, the most valuable Starbuck mugs can sell for up to $2,000 on the lower end and as high as $12,000 for the most valuable mug featuring Edmonton, Alberta, Canada.. Designed and produced in 2009, this 16-ounce mug has a blue inside and a white outside that combined interesting pictures and its name. Since the sale of this mug, the price of other Edmonton mugs have fallen to around $50.

The price of Charlotte, North Carolina, mug follows the Edmonton mug as the second most expensive at $5,661. The Geography Japan set, consisting of nine mugs, each representing a major city in Japan, including Osaka, Nagoya, Fukuoka, Kyoto, and Tokyo, is in third place, selling at $5,000.

While there are a few mugs that sell for stratospheric prices, most fall into the $25 to $60 range on eBay. Some, like one from Atlanta, Georgia, has a listing for only $8.50.
Most Global Icon series mugs now sell for an average of $25 each on eBay. You Are Here and Been There series mugs sell for about the same. But demand can change things.

Why Such High Prices?
The demand for all things Starbucks has been on the rise. Demand for mugs has been growing significantly since the March of 2020, and as demand for them grows, so do prices. When Starbucks discontinues a mug series, the prices naturally skyrocket. This means the supply will keep going down while the demand continues to rise.

Some Starbucks mugs are extremely rare. Being ceramic, they’re prone to breakage, so added to their limited editions is the ever-present possibility of them being destroyed. So finding an original Starbucks coffee mug can be challenging.

Another reason for both the high retail prices of these mugs, as well as those on the collector’s market, is that everything at Starbucks is expensive. So people who purchase their products have enough extra funds to also spend on the chain’s merchandise.

Lastly, collectors of Starbuck’s mugs tend to collect only those mugs, and with Starbucks as the sole supplier, the company controls the market for them.


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