Erve is happy to share a new licensing partnership with KreekCraft (via Toikido), bringing one of YouTube’s most-watched gaming creators to apparel and accessories across Europe and the UK: KreekCraft!
This multi-year deal, running from July 2026 through December 2028, grants Erve the rights to design, produce and distribute apparel and accessories across Europe and the UK, featuring KreekCraft’s iconic original character universe.
Where gaming meets real life
KreekCraft is one of Roblox’s biggest and most trusted creators — with 17 million YouTube subscribers, 7.4 billion YouTube views, 3.2 million TikTok followers, and over 7,000 videos published. He is the go-to source for Roblox’s biggest games, first to cover new updates and events, and delivers daily platform news trusted by millions of players worldwide.
His fanbase is laser-focused: kids and young teens aged 7 to 13 who don’t just watch — they’re obsessed. KreekCraft isn’t background noise. For this generation, he’s a daily companion.
The collaboration covers a wide range of categories, including daywear, nightwear, underwear, socks, swimwear, and accessories. Kids of all ages will soon be able to wear their favourite KreekCraft characters: KreekCraft, Trevor, Timmeh and Kreek Bear— four distinct characters with their own look, personality, and fan following.
A universe kids already live in
This partnership represents a strong opportunity for Erve and its retail partners. Gaming-native IP is the new frontier in kids’ licensed apparel — and KreekCraft sits at the very top of it. With billions of views behind him and a daily presence in the lives of millions of kids across Europe, the brand awareness is already there. Erve doesn’t need to create demand. It just needs to bring the product to the shelf.
Darran Garnham of Toikido mentioned:
“With the rise of the creator space, Toikido is delighted to bring KreekCraft and Erve together.”
What makes KreekCraft particularly strong is the character universe. Unlike a creator brand built around a single face, KreekCraft offers four distinct original characters — each with their own personality — giving designers and retailers real flexibility across genders, age groups, and product categories.
Nick Dierickx, License Manager at Erve, shared his thoughts:
“This deal shows that Erve is really on top of what kids really want these days. We are right in their universe, right into what keeps them busy every single day.”
Retailers, get ready!
With Roblox remaining the number one gaming platform for kids in Europe, and KreekCraft its most-watched creator, retailers can expect immediate recognition on the shop floor. Erve is ready to start delivering. This is the licence to have on your shelves right now.
About ERVE:
Erve is a European leader in character licences and brands. We produce branded fashion and apparel featuring TV, film, cartoon and video game heroes. As part of Erve Group, we have eight offices across three continents and we control the supply chain between raw materials and stores. Starting with our in-house design team and portfolio of licences – we source, produce, pack and transport collections at the request of major fashion retailers. With 41 years in the industry, our dynamic team values growth, transparency and customer focus. Our exceptional quality and sustainable practices have earned us a reputation for excellence.
Follow us on LinkedIn: LinkedIn Erve company page
Media Enquiries Erve:info@erve.com
About KreekCraft:
KreekCraft is one of YouTube’s largest Roblox-focused creators, with over 17 million subscribers and 7.4 billion views. Known for covering Roblox’s biggest games, breaking platform news, and hosting an original character universe featuring KreekCraft, Trevor, Timmeh, and Kreek Bear, KreekCraft has built one of gaming’s most loyal and engaged young audiences.
Follow KreekCraft
- YouTube: @KreekCraft
- TikTok: @dakreekcraft
- Instagram: @kreekcraft
- Twitch: @KreekCraft