Hall of fame · 📉 Deflated · 2005
Cupcake Gone Stale. A $1.5 billion hit that now smells like a discount aisle. James Krivda stacked kiwi, lychee and white chocolate into a formula every celebrity launch copied. It was the mass-market launch of 2006, $1.5 billion in sales. Then Midnight, Hidden, Circus, Intense — milking the name while the licensee went bankrupt. Now it's the smell of a 2007 teen bedroom, and that's exactly why it's loved. Deflated without drama: it never held a throne, only a cash register — and nobody mourns a register.