Warren James helps creators turn their content into high-quality physical products, from plush toys and nightgowns to cereal and comic books.
Saurabh Shah, co-founder of Warren James, is on a mission to help creators think bigger than t-shirts and hoodies. His company collaborates with leading digital talent like Hasan Piker, Brittany Broski, and Call Me Chris to develop merchandise that feels more like a brand than a side hustle.
From developing new product categories to guiding go-to-market strategies, Warren James provides a full-service solution that supports creators in building sustainable businesses around their content.
A Strategic, Hands-On Approach to Merch
Warren James partners with a small number of creators, focusing on depth over breadth. Every partnership begins with research: understanding the creator’s content, audience, and potential for brand alignment.
Shah explains that they combine a proprietary data model with qualitative insights. “We look at viewership, engagement, off-platform presence, and how well creators handle brand promotions,” he says. “The excitement a creator brings to a product often determines its success.”
From Moo Moos to Basketball Hoops
Instead of sticking to conventional apparel, Warren James works closely with creators to develop products that reflect their personalities and communities.
For Brittany Broski, that meant producing a full-length nightgown inspired by her grandmother’s wardrobe. With MoistCr1TiKaL, they created a wall-mounted basketball hoop that connected directly to his love for the sport.
These aren’t novelty ideas. They’re deeply considered extensions of the creator’s brand, supported by fan surveys, product mood boards, and extensive testing. “We go through months of development to get it right,” Shah notes.
Launches That Drive Results
Each collection Warren James produces is supported by a detailed marketing strategy. The team maps out teasers, email and SMS campaigns, launch day activations, and post-launch reviews.
“We don’t just hand creators a product and hope for the best,” Shah says. “We help build the full experience—from initial buzz to final sale.”
They often produce three to four collections per creator per year, learning from each one to improve future launches. Color choices, product types, even the structure of bundle deals—all are optimized through real-world feedback.
Expanding the Merch Playbook
One of Warren James’ most ambitious projects was the MishMash cereal brand developed with Good Mythical Morning. The product featured custom cereal shapes, nostalgic branding, and even press coverage from major outlets.
Their in-house comic book division, Bad Egg, has also created original storylines for creators like Jacksepticeye and MoistCr1TiKaL. Each comic is developed collaboratively, using ideas rooted in the creator’s existing content.
These projects are about building intellectual property, not just offering new products. They’re designed to help creators expand into new media and new audiences.
A Broader Vision for Distribution
While the company primarily focuses on direct-to-consumer sales, it has begun entering retail. Warren James has launched collections through Spencer’s and is exploring expansion into mass retail by the end of next year.
Retail offers new visibility, especially for younger audiences who might encounter a creator’s brand in a physical store before seeing them online. It also opens up opportunities for evergreen products that appeal beyond the core fanbase.
Keeping Sustainability in Mind
Warren James takes a responsible approach to manufacturing. Most products are made to order or released through limited pre-orders, reducing excess inventory. They use compostable packaging and vet all manufacturing partners for sustainability and ethical practices.
For creators who want more control, like Hasan Piker, the company also offers options for union-made or U.S.-sourced products.
Practical Advice for Creators
Shah offers several takeaways for creators thinking about launching their own product lines:
- Understand your audience. “Survey your fans. They may not be who you assume.”
- Tie your merch to your content. “Make sure it feels like a true extension of what you create.”
- Offer one unique item. “It helps the collection stand out.”
- Promote with intention. “Don’t hold back. If you’re excited, your fans will be too.”
Final Thoughts
Warren James has found success by doing the hard work—deep audience research, creative collaboration, and detailed execution. The results speak for themselves: multimillion-unit sales, creator satisfaction, and fan engagement.
As the creator economy matures, the need for thoughtful, brand-led merchandise is only growing. Warren James is showing what that can look like.
