Dealbase

Refy has partnered with Audrey Indome for its new complexion hotline, an activation designed to help shoppers find the right shade and get advice on complexion products. Audrey, best known as co-host of The Receipts podcast, is part of the campaign’s advice-led format.

Keith Lee has taken an ownership stake in Brooklyn Dumpling Shop as part of a multi-year partnership, marking his first official brand investment. Alongside promoting the company, he will support pop-ups and work with the brand as a creative partner and investor.

Druski has joined season 29 of The Voice as the show’s first-ever commentator, offering comedic reactions and takes on the coaches’ tactics and the programme’s new competition elements. The move adds a creator-led layer to one of NBC’s best-known entertainment formats.

PepsiCo Foods has launched Flavor Swap, a limited-edition range that mixes popular flavours across Doritos, Ruffles, Cheetos and Lay’s. The launch is fronted by creators including Dude Perfect, IShowSpeed and singer Madison Beer, who feature in the campaign and on-pack as PepsiCo rolls the products out through TikTok Shop and retail.

Rivian has partnered with Mark Rober’s CrunchLabs on a multi-phase content collaboration designed to explain the company’s engineering, safety features and EV technology to a broader audience. The initiative begins with a live SXSW session featuring Rober and Rivian founder RJ Scaringe.

Erling Haaland is set to appear in an upcoming episode of Sidemen Sunday, the Sidemen’s long-running YouTube series built around challenges and group entertainment. The collaboration brings one of football’s biggest stars into a creator format designed for digital-native audiences.

Crayola partnered with Ms Rachel on a line coloring books, stickers, crayons and markers. Each colouring book page was inspired by her signature songs and characters.

Mia Rose McGrath has signed a six-month brand ambassadorship with Barclays, cementing her position as a trusted bridge between financial institutions and younger consumers. Under the partnership, McGrath will create content around personal finance topics and take part in events and PR activity, acting as an ongoing public-facing voice for the bank. The deal builds on her reputation for breaking down money matters for younger audiences and follows her previous collaboration with HMRC, where she worked with the UK tax authority to explain side-hustle tax responsibilities.

Golf creator Paige Spiranac has partnered with golf media and commerce company Pro Shop to launch Paige Co., a new business that will produce original golf content and sell branded products tied to her audience. Under the deal, Pro Shop will handle production, distribution, sales and merchandising, while Spiranac becomes an equity owner and plays an active role as on-camera talent. Together, they plan to develop new digital shows and expand into product lines across golf and lifestyle categories.

Podcast host and creator Jake Shane has been appointed Chief Creative Officer at German confectionery brand Katjes, as the company expands its $1 billion gummy business into the U.S. market. Shane, who built a following of more than 5.4 million across TikTok and Instagram through his comedy videos and podcast “Therapuss,” will oversee creative strategy, brand messaging and marketing campaigns in the U.S. The partnership began after Shane organically posted about Katjes products as a fan. He will now help shape the brand’s U.S. positioning, with a focus on social-first campaigns and comedy-led content.

“Chicken Shop Date” creator Amelia Dimoldenberg is developing and starring in a romantic comedy for Orion Pictures, part of Amazon MGM Studios. The film, produced alongside Gloria Sanchez Productions, will see Dimoldenberg play a by-the-book journalist whose routine celebrity interview unexpectedly turns into a romance. The project is written by Sarah Heyward, with Dimoldenberg also attached as a producer. Dimoldenberg built a global following through her YouTube series “Chicken Shop Date,” where she interviews celebrities in fast-food settings with her signature awkward, deadpan style. The move marks her first major studio-backed feature project.

McCoy’s partnered with UK creator Margaret Keefe, known online as Grime Gran, for a four-part content series timed around Super Bowl LX. Instead of running a one-off sponsored post, the brand built a short series featuring Keefe delivering humorous football commentary while naturally integrating McCoy’s products. The campaign placed the crisps brand inside Super Bowl conversation on social media rather than on traditional broadcast. The series generated more than 14 million views across TikTok and Instagram.