Which unexpected retail partnership helped Merriam-Webster dictionaries achieve record sales growth in 2019-2020, creating a cultural trend among younger consumers?

Dictionary sales were declining in the digital age until one innovative retail partnership strategy revitalized the market. This collaboration between a major language authority and an unexpected retail chain created a cultural phenomenon that reconnected people with physical language reference books in a surprising way, resulting in record-breaking sales and renewed interest in linguistic resources. Can you identify this game-changing retail partnership that transformed dictionary sales?

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Urban Outfitters' 'Words Matter' campaign featuring limited-edition dictionaries with custom covers designed by popular artists
Target's 'Word of the Day' promotion that displayed dictionary entries on digital screens throughout stores
Starbucks' 'Language Lover' program that offered free dictionaries with purchase of premium coffee subscriptions
Amazon's 'Physical Word' initiative that bundled printed dictionaries with Kindle purchases