YouTube creators who have millions of subscribers are looking to sell stuff to them. Those content creators, and the networks who back them, are teaming up with retailers to sell a slew of products.
YouTube network Awesomeness TV, which is owned by Dreamworks Animation, launched a holiday pop-up store in West Hollywood, California, featuring products inspired by its online stars. The store is organized by the YouTube creators who inspired the various merchandise, which ranges from Ugg boots, to smartphone cases, to dresses and T-shirts.
It's part of Awesomeness' push to take stars' direct relationship with fans, and translate it into new revenue. In September AwesomenessTV teamed up with Kohl's to launch S.o. R.a.d, a limited-edition juniors fashion line, which debuted along with a four-season YouTube series featuring teen influencers.
"Basically what we are is a licensing and brand development agency," said Jim Fielding, a veteran of Disney's consumer products division who was hired by Awesomeness TV. "We license intellectual property—either the intellectual property of our own brand, our TV series, our movies, titles, or talent. And then we go out and find manufacturer partners, and we also maintain retail relationships