It probably was their vp of marketing.
I suspect the VP was briefed, but I think it went at least one level below the VP who designed this. Whoever it was....they had insider knowledge with various other companies. Based on the amount of time you need to design and mass-produce, I’m guessing this decision was made in the fall of 2022.
Not to excite anyone, but Christmas isn’t that far away, and I’d expect this trend to be in the line-up for the holidays. So prepare yourself for phase two of this in five months.