Loaded’s portfolio includes more than 30 streamers who earn a combined average of 3.4 billion minutes of viewership a month, 37 million Instagram and Twitter followers, and 142 million YouTube views/month. Brand Central aims to uncover retail consumer deals for each of the streamers across multiple categories.

“This group of influencers are the biggest sensation for kids, tweens, teens and young adults today,” says Ross Misher, chief executive office, Brand Central. “These top players are like the LeBron James of gaming. The retail demand has been huge as these players continue to be popular regardless of the game. We have seen ‘Fortnite’ take the world by storm and are excited to be working with the Loaded’s top talent who live and breathe games like ‘Fortnite’ and ‘Apex Legends.’ Gaming has become part of the cultural conversation and we can’t wait to bring these streamers to retail in a big way.”

The Brand Central and Loaded partnership has led to the launch of influencer Ninja’s licensing program, which brought on more than 20 licensees including Bioworld, Penguin Random House, JCorp, Wicked Cool Toys, Fashion UK, Zak Designs, Paladone, Zuru, Ugly Christmas Sweater, Trends International, PSD Underwear and Final Mouse.

Ninja made his name in the gaming industry by becoming one of the fastest growing influencers on YouTube, Instagram and Twitch.