YouTube is to open its first Creator Store in London's King Cross, which will be open to the public and sell YouTuber merchandise.
The intention of the store is to educate YouTubers about licensing their own products. It could also serve as an event space for fan meet-ups or future product launches, the company said. YouTube Space London is a 20,000 square foot space which houses three fully equipped studios and sound stages, 360 and VR cameras and 4k screening facilities.
The shop is a result of YouTube's expansion of its Spaces programme which has seen the YouTube Space London facility relocate from Google's Soho offices to King's Cross.
According to Licensing Source, the building of licensing programmes and endorsements around YouTube stars is "certainly an area of future growth" for the licensing business.
Notable YouTube vloggers with book deals include Zoe Sugg AKA Zoella, Caspar Lee and Joe Sugg.
Ben McOwen, director EMEA at YouTube, said: “The huge breadth of talent creating content on YouTube in the UK speaks to a hugely vibrant and dynamic creative community. As the biggest Space in Europe, the YouTube Space London is a reflection of the coming-of-age of this community and an investment in its future success.”