Claire’s, Gaming YouTuber, Aphmau, Collab on Accessories and Toys

Fashion brand, Claire’s, has announced the continuation of its partnership with gamer, Aphmau, this time with a range of exclusive MeeMeows accessories as well as toys and plushies. The collaboration comes as part of the brand’s continued expansion into gaming and efforts to bridge the gap between the physical and digital worlds of its Gen Zalpha consumers.

Aphmau is one of the top female content creators across the YouTube gameverse, with over 18 million subscribers. She is known for popularizing “Minecraft” storytelling. Aphmau plays with her MeeMoews cat ears inspired by her real-life pet cats in her YouTube videos, and they have played a prominent role in her collections with Claire’s.

Aphmau MeeMoews Plush, Claire's

“Self-expression is something I’ve valued since childhood, and Claire’s has always been my favorite destination for items that allow me to showcase my personal style,” says Aphmau. “As a young girl, I would head to Claire’s to find the lip gloss that best told my story, and now I tell my stories through the worlds that I’ve created. My partnership with Claire’s has been particularly special because through our shared ethos of self-expression, we have created products that give me the opportunity to story-tell amongst a wider audience, and I am so excited to continue doing so as our partnership expands.”

Claire’s new 27-piece range of Aphmau and MeeMeows products will feature jewelry, hair accessories, keyrings, bucket hats, socks, stationery sets, plush and toys, all of which were inspired by Aphmau’s MeeMeows.