GameSquare’s Click Media announced that the Hungryboy Hot Sauce brand, created by the YouTube collective The Boys, has begun selling in H‑E‑B grocery stores across Texas as of November 13 2025. The launch marks the first time a Click Media product has secured shelf space in a major retail chain, underscoring the company’s ability to translate viral digital IP into tangible consumer goods.
The partnership brings together Click Media, the creator collective, and the food‑tech firm Create with Cura, which handled product development and supply‑chain execution. With a combined following of more than 93 million across social platforms, The Boys generate significant demand that Click Media can now monetize offline. The launch was achieved in under twelve months, a testament to Click Media’s operational efficiency and its recent acquisition of Click Management, which added a roster of creators and commercial expertise to the platform.
From a business perspective, the H‑E‑B rollout expands Click Media’s revenue mix beyond digital services. While GameSquare reported an 11 % year‑over‑year revenue decline to $15.8 million in Q2 2025, the new retail channel provides a high‑margin, high‑volume opportunity that can offset digital ad headwinds. CEO Justin Kenna said the launch “demonstrates how our platform turns online fandom into real‑world consumer demand,” highlighting the strategic fit with GameSquare’s creator‑commerce model.
The move also signals confidence in the broader creator‑led CPG strategy. After divesting FaZe Media in April 2025 and completing a treasury program involving Ethereum and NFTs, GameSquare is focusing on high‑growth, scalable ventures. The Hungryboy launch, coupled with ongoing talks with other retailers and plans for new SKUs and seasonal collaborations, positions the company to capture a larger share of the fast‑moving consumer goods market.
Management expects the new retail channel to drive incremental revenue and brand equity, while maintaining cost discipline across the supply chain. The company’s recent financials show improved adjusted EBITDA loss, suggesting that the investment in physical distribution is already yielding operational leverage. As Click Media explores additional retail partners, the Hungryboy brand could become a flagship example of how creator IP can be monetized across multiple channels.
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