Warren James already made a deal with the devil, but now, it’s preparing for a full infernal invasion. As the V.I.P. of I.M.P., the company is expanding its licensing partnership with SpindleHorse to bring a new batch of Helluva Boss merchandise to market.
The goal of the expansion is simple: to broaden the fandom’s reach, making the adult animated series even more approachable to a wider array of fans. The first wave of licensed products will roll out later this spring on the newly revamped Helluva Boss e-commerce site, stylishoccult.com, which Warren James manages and operates.
“Whereas a lot of the StylishOccult pieces have been much more hardcore fan-oriented, we wanted to expand that audience set [to include] anybody who is even casually watching — maybe hasn’t even watched all the episodes but is still somewhat of a fan. That’s who we wanted to be able to reach,” says Saurabh Shah, CEO of Warren James.
However, convincing a casual viewer to engage requires a more creative approach. SpindleHorse and Warren James rose to the challenge, blending the fandom into fashion, foods, games, and other collectibles to create a comprehensive lineup that’s anything but vanilla.
“Everyone can wear a black t-shirt that has some graphic representation of our brand,” says Marian McNaughton, Head of Merchandising and Licensing at SpindleHorse. “So we’ve really enjoyed… being able to show people that you can wear a product that still represents our stories and our characters, but you can do so in a different way.”
At the heart of the line is the Creator Collection, unveiled at this year’s LVL UP Expo. Upon noticing the series’ creative team rarely wore their own merchandise, Warren James invited Helluva Boss’ Art Director Amanda Heard, Animation Director Mel Mrozek, and founder and CEO of SpindleHorse Vivienne Medrano (also known by her online alias VivziePop) to design their ideal apparel and accessories inspired by the series. Together, SpindleHorse and Warren James transformed their visions into curated capsule collections unique to their personalities and styles.
The result is three distinct lines for demons of every demographic, each spearheaded by a character from the series. Heard’s collection was inspired by crude clown comedian Fizz, mixing playful patterns and pops of bright colors with subtle references to the character’s story. Mrozek channeled her neutral aesthetic and love of athletics into a line of Millie-themed activewear, while Medrano will bring the fandom to formal attire with a devilishly dressy lineup befitting of the Goetic Prince of Hell, Stolas.
“It’s a real reinterpretation of what a [licensed] product can look like,” McNaughton continues. “It’s a pretty major departure from what customers have seen in the past… I think it’s going to make a lot of people very happy and [encourage] more people to wear the product proudly out in public and get excited to be a part of the community and the whole universe… I think it’s going to charm a lot of existing fans and really entice a lot of new ones.”
Beyond aesthetics, the line also plays a strategic role in how the brand engages fans year-round. Because these drops aren’t episode-specific, the Creator Collection allows the brand to smooth out the cycle and generate new buzz between seasons. The collections will drop slowly throughout 2026 — starting with Heard in the spring and ending with Medrano around the holidays — keeping the momentum going, regardless of the content calendar.
Rather than going straight to retail, SpindleHorse and Warren James are taking a phased, fan-first approach to the rollout. The team first tested the waters on April 24 at LVL UP Expo, where Heard, Mrozek, and Medrano wore pieces from their Creator Collections at the series’ panel. From there, the line will roll out direct-to-consumer on stylishoccult.com, allowing the team to further gauge fan response before expanding into broader retail channels — both domestically and internationally.
“We’ll be doing focus group surveys and thinking about… what future collections will look like because we [value] that data-driven approach,” says Shah. “We develop assortments not only for three, six, nine months out from now, but we’re also thinking about what next year can look like, too.”
McNaughton continues, “Our goal is always to push the product and consumer a little bit into new directions, very much in a test and learn capacity, to figure out what makes them really tick. We want to innovate; we want to bring excitement to the brand.”
In the coming years, Warren James plans to continue expanding on this foundation, introducing Helluva Boss to even more circles of consumer products. The first Hellaverse tabletop games and accessories are slated to debut later this year, with opportunities for future releases that dive deeper into the storyline. Consumers might even spot sinful snacks inspired by the series on shelves soon.
“This is a fan base that cares at such an enthusiastic high level that we don’t see with other types of properties,” says Shah. “When somebody comes in to buy something, usually they’re buying a lot of things… Our average order value is high, [so] we get excited about expanding the kind of product assortments that we can put forward, introducing more products into the retailer front, and doing so at a really fast clip because they just keep coming back in the door to buy the newest thing again and again.”
With Helluva Boss, Season 3 on the horizon and a fourth already greenlit, fans have a helluva lot to look forward to. As the plot thickens with new stories and characters, Warren James and SpindleHorse will remain close partners, working overtime to create murderous merchandise to satisfy fans’ darkest desires. According to Shah, “As the universe expands, as it will with Season 3, we can manifest that through physical goods — whether it’s a T-shirt, a cool cardigan, or a tabletop game.”
Look for more on the hottest licensed properties in The Toy Book’s 2026 Licensing & Entertainment Issue, featuring The Licensing Book, available May 19. Subscribe today to get 7 big issues delivered directly to your mailbox for just $50!*
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Want a Helluva throwback? Check out this look back to Helluva Boss at LVL UP Expo 2025.
