Inside the $1.5 Billion Market for Streamer-Branded Merchandise
Ferrari-inspired jogger pants. Branded flip-flops. Vlogger bobbleheads. Streamer merch was booming. Will it last?
Jordan Maron, aka CaptainSparklez, center right, speaks at a media summit during the 2016 Tribeca Film Festival in New York.
Photographer: Noam Galai/Getty ImagesIn February, Jordan Maron, aka CaptainSparklez, a popular YouTube personality known for playing Minecraft, leading fitness challenges and producing electronic music, debuted his own brand of athleisure apparel, called Quality Content. The palette of the collection is inspired, in part, by Maron’s collection of sportscars, which includes an orange Porsche 911 and a blue Ford GT. Within hours, his $45 Ferrari-black jogger pants were sold out.
Currently, Maron, 28, sells all of his gear over the internet, but he’s hoping to get into retail stores soon. “For me, it’s about trying to diversify,” he said. “You never know when the world is going to change.”