Los Angeles, CA – July 10, 2025 – In a move that underscores the growing intersection of cannabis culture and mainstream consumer brands, Mr. Charlie’s Told Me So (TMS), the innovative plant-based fast food brand, announced today a landmark partnership with Weedmaps, a leading cannabis marketplace and mobile app. The collaboration, unveiled here in Los Angeles, is timed to celebrate 7/10, a date widely recognized within cannabis circles as the “4/20 of oil culture.”
The centerpiece of this unique alliance is the introduction of a limited edition boxed meal and a custom collectible toy. This specific offering has been highlighted by the partnering entities as the “first Cannabis Culture Collectible in QSR History,” marking a notable moment for both the quick service restaurant (QSR) sector and the cannabis industry. Beyond the collectible items, the collaboration also includes a weekend of giveaways, designed to engage the community and amplify the celebratory theme. According to the official announcement issued on July 10, 2025, the overarching aim of this partnership is to honor the cannabis plant and its community, fostering a connection between plant-based dining and cannabis culture in an unprecedented way.
Understanding the Significance of the Partnership
The alliance between Mr. Charlie’s Told Me So (TMS) and Weedmaps brings together two entities operating in distinct, yet increasingly overlapping, consumer landscapes. Mr. Charlie’s has established itself as a prominent plant-based fast food brand, tapping into the growing demand for sustainable and alternative food options. Weedmaps, conversely, operates at the forefront of the regulated cannabis market, serving as a crucial platform connecting consumers with dispensaries and cannabis products through its marketplace and mobile application.
The choice to center the collaboration around 7/10 is deliberate. While April 20th (4/20) remains the most globally recognized day for cannabis celebration, 7/10 has gained prominence specifically among enthusiasts of cannabis concentrates, extracts, and oils – often referred to collectively as “dabs.” The numerical date, when inverted, resembles the word “OIL,” leading to its adoption as a dedicated day for celebrating this aspect of cannabis culture. By aligning with this specific date, Mr. Charlie’s and Weedmaps are directly engaging a knowledgeable segment of the cannabis community, acknowledging and validating their unique cultural markers.
The Unprecedented Nature of the Offering
The limited edition boxed meal and custom collectible toy represent a novel form of brand engagement. While cross-promotions and themed merchandise are common in the QSR industry, a direct association with cannabis culture, manifested through a dedicated collectible item, is historically significant. The designation of the toy as the “first Cannabis Culture Collectible in QSR History” by the partners underscores the pioneering nature of this initiative.
Details regarding the specific design of the collectible toy or the contents of the limited edition boxed meal were presented as part of the announcement on July 10, 2025. The inclusion of a “weekend of giveaways” suggests an experiential component to the collaboration, potentially involving in-store events or digital promotions focused around the Los Angeles area, where the announcement was made. This multi-faceted approach aims to create buzz and reward consumers and community members.
Broader Industry Context and Implications
This collaboration occurs within a rapidly evolving landscape where public perception and legal frameworks surrounding cannabis are undergoing significant shifts. As more jurisdictions legalize or decriminalize cannabis, mainstream brands are increasingly exploring ways to engage with this burgeoning market and its associated culture. The Mr. Charlie’s and Weedmaps partnership serves as a high-profile example of this trend, potentially setting a precedent for future collaborations between food service or other consumer goods industries and cannabis-related businesses.
The decision by a QSR brand to directly incorporate elements of cannabis culture into its consumer offerings through a collectible item highlights a potential shift in marketing strategies and brand comfort levels. It indicates a willingness to cater to, and potentially cultivate, a customer base that is open to or identifies with cannabis culture. For Weedmaps, partnering with a well-known fast-food brand offers a unique opportunity to increase its visibility and normalize its presence within broader consumer contexts, extending its reach beyond the traditional cannabis consumer.
Looking Ahead
The announcement made on July 10, 2025, in Los Angeles, initiating the partnership between Mr. Charlie’s Told Me So (TMS) and Weedmaps, including the launch of the limited edition boxed meal, custom collectible toy, and weekend of giveaways, represents a significant cultural and commercial experiment. By focusing on honoring the cannabis plant and its community through tangible, unique offerings, both brands are navigating new territory in consumer engagement.
Industry observers will be watching closely to assess the reception of this collaboration and its impact on brand perception, sales, and future cross-industry partnerships. The initiative stands as a tangible marker of the increasing integration of cannabis culture into the fabric of mainstream commerce and consumer culture, particularly within the Quick Service Restaurant domain, where such overt acknowledgments have historically been absent.
