Set to launch on PBteen.com and in PBteen stores nationwide in January 2016, DeAngelis’ line will feature more than 40 items across such categories as furniture, bedding, rugs, lighting, decorative accessories and wall décor, ranging in price from $18.50 to $1,299.
The collection is an outgrowth of PBteen’s partnership with multi-platform prodco AwesomenessTV on the original DIY series “Revved Up Rooms,” starring DeAngelis, which debuted this summer. Each of its five episodes featured a different DIY project. It marked PBteen’s first video series featuring a vlogger, and the first product integration campaign with a home décor brand for AwesomenessTV.
AwesomenessTV has been aggressively pursuing merchandising initiatives since hiring Jim Fielding as its global head of consumer products and retail in April 2014. He had previously served as president of Disney Stores Worldwide and CEO of jewelry and accessories retailer Claire’s. In September 2014, AwesomenessTV launched the Life’s S.o. R.a.d. clothing line in Kohl’s stores, which was supported by a YouTube series of the same name starring Lia Marie Johnson and Amanda Steele. The following November, it opened up its own pop-up store in the L.A.’s Fairfax district, featuring clothing from an assortment of digital influencers, including DeAngelis, Teala Dunn and Sawyer Hartman.
DeAngelis isn’t the digital influencer to use a DIY show as the springboard for a product line. In 2013, YouTube star Kate Albrecht (a.k.a. Mr. Kate), known for her “Style Challenge” videos and the online series “OMG! We Bought a House,” partnered with Lamps Plus on a line of lampshades.
Launched in 2003, PBteen is a member of the Williams-Sonoma, Inc. portfolio of brands designed to fully furnish bedrooms, study and lounge spaces for tweens and teens. In 2010, Williams-Sonoma followed with PBdorm, a collection of dorm furniture and essentials.