Click Media, a GameSquare Company, Expands Creator Led Commerce Business as The Boys Launch Hungryboy Hot Sauce in H-E-B Stores Across Texas

Rhea-AI Summary

Click Media (NASDAQ: GAME) announced that Hungryboy Hot Sauce, a creator-led brand from YouTube collective The Boys, launched across H-E-B grocery stores in Texas on November 13, 2025.

The product line was concepted, developed and brought to shelf in under 12 months in partnership with Create with Cura, and each flavor was co-developed by members of The Boys. The Boys collectively reach more than 93 million followers, which the company cites as scale for the launch. GameSquare and partners are discussing additional retailers, new SKUs, seasonal collaborations, and co-branded activations to extend the Hungryboy brand.

Positive

• Launched across H-E-B stores in Texas on November 13, 2025
• Product developed and shelf-ready in under 12 months
• Access to >93 million collective social media followers

Negative

• None.

Insights

Consumer Brand Strategist

Creator-led CPG achieves a material retail foothold with H-E-B placement, validating Click Media's commerce model.

Click Media and GameSquare moved a creator‑built product from concept to shelf in under 12 months, securing distribution in H-E-B stores across Texas on November 13, 2025. This converts social reach into retail presence and shows operational capability to execute product development, co‑branding, and retail onboarding at scale.

Key dependencies include maintaining retail velocity, SKU-level sell‑through, and further retailer pickups; execution risk rises if fan demand does not translate into repeat purchase or if supply chain/margins underperform. The claim of >93 million collective followers provides strong awareness but is not a substitute for point‑of‑sale performance.

Watch for measurable retail indicators over the next 3-6 months: distribution breadth beyond H-E-B, SKU sell‑through rates, new retailer agreements, and announced SKU/seasonal rollouts. Those metrics will determine whether this is an isolated launch or the start of a scalable creator‑CPG business.

Development of Hungryboy Hot Sauce led by Click Media

FRISCO, Texas, Nov. 13, 2025 /PRNewswire/ -- Click Media, a leading talent management company representing creators and digital influencers and GameSquare Holdings, Inc. (NASDAQ: GAME) ("GameSquare" or "the Company"), today announced that Hungryboy, the viral hot-sauce brand from YouTube collective The Boys and client of Click Media, has launched across H-E-B grocery stores in Texas. The launch marks a major retail milestone for the creator-led consumer products category.

The rollout represents a significant expansion of Click Media's creator-commerce ecosystem, demonstrating how digital IP can evolve into scalable retail brands. Developed in partnership with Create with Cura, Hungryboy was concepted, developed, and brought to shelf in under 12 months, underscoring the operational efficiency and commercial potential of the Click Media platform.

"We're proving that creator-driven IP is both entertainment and commerce," said Justin Kenna, CEO of GameSquare. "The Boys' launch at H-E-B is a perfect example of how our platform connects global audiences, brand strategy, and retail execution to turn online fandom into real-world consumer demand."

"The future of CPG is creator-led," said Emma Barnes, Co-Founder of Click Media. "Hungryboy shows that when you combine great storytelling with the right operational infrastructure, you can move from viral idea to nationwide distribution in record time."

Launching within its network offers immediate validation for Hungryboy's positioning and the broader creator-brand model. Each flavor was co-developed by members of The Boys, aligning with their personalities and online storytelling to engage millions of loyal fans. With more than 93 million collective followers, The Boys' reach positions Hungryboy as one of the largest creator-backed CPG launches of 2025.

Hungryboy Hot Sauces include:

1. Sweet Sting (The Narrator)
2. The Butt Bubbler (Mully)
3. Gut Grenade (Josh)
4. The Mexorcist (Eddie)
5. Taste Bud Trauma (Juicy)
6. Strawberry Donut (Co-created by all members)

Online, HungryBoy continues to grow with seasonal fan favorites like Pumpkin Spice / Basic B*tch, available at hungryboy.food.

Following the H-E-B launch, GameSquare and its partners are in discussions with additional retailers and exploring new SKUs, seasonal collaborations, and co-branded activations that extend the Hungryboy brand into adjacent food and lifestyle categories.

For more information, visit hungryboy.food
Hungryboy Instagram: @hungryboyfoods
The Boys Instagram: @yeptheboys
The Boys YouTube: @yeptheboys

About Click Management 
Click Management is a leading talent management company representing creators and digital influencers. Founded by Grace Watkins, Emma Barnes and Elliott Watkins, Click has established itself as a global leader in digital talent management, and a trusted partner for talent and brands alike, helping creators grow their businesses and connecting them with world-class opportunities.

For more information, visit www.clickmedia.group.

About GameSquare Holdings, Inc.
GameSquare (NASDAQ:GAME) is a cutting-edge media, entertainment, and technology company transforming how brands and publishers connect with Gen Z, Gen Alpha, and Millennial audiences. With a platform that spans award-winning creative services, advanced analytics, and FaZe Clan Esports, one of the most iconic gaming organizations, we operate one of the largest gaming media networks in North America. As a digital-native business, GameSquare provides brands with unparalleled access to world-class creators and talent, delivering authentic connections across gaming, esports, and youth culture. Complementing our operating strategy, GameSquare has developed an innovative treasury management program designed to generate yield and enhance capital efficiency, reinforcing our commitment to building a dynamic, high-performing media company at the intersection of culture, technology, and next-generation financial innovation.

To learn more, visit www.gamesquare.com.

Forward-Looking Information
This news release contains "forward-looking information" and "forward-looking statements" (collectively, "forward-looking statements") within the meaning of the applicable securities legislation. All statements, other than statements of historical fact, are forward-looking statements and are based on expectations, estimates and projections as at the date of this news release. Any statement that involves discussions with respect to predictions, expectations, beliefs, plans, projections, objectives, assumptions, future events or performance (often but not always using phrases such as "expects", or "does not expect", "is expected", "anticipates" or "does not anticipate", "plans", "budget", "scheduled", "forecasts", "estimates", "believes" or "intends" or variations of such words and phrases or stating that certain actions, events or results "may" or "could", "would", "might" or "will" be taken to occur or be achieved) are not statements of historical fact and may be forward-looking statements. In this news release, forward-looking statements relate, among other things, to: the Company's future performance, returns generated by its business strategies, revenue, growth and profitability; and the Company's ability to execute on its current and future business plans. These forward-looking statements are provided only to provide information currently available to us and are not intended to serve as and must not be relied on by any investor as, a guarantee, assurance or definitive statement of fact or probability. Forward-looking statements are necessarily based upon a number of estimates and assumptions which include, but are not limited to: the Company's ability to grow its business and being able to execute on its business plans and strategies, the success of Company's vendors and partners in their provision of services to the Company, the Company being able to recognize and capitalize on opportunities and the Company continuing to attract qualified personnel to supports its development requirements. These assumptions, while considered reasonable, are subject to known and unknown risks, uncertainties, and other factors which may cause the actual results and future events to differ materially from those expressed or implied by such forward-looking statements. Such factors include, but are not limited to: the Company's annual meeting and corporate governance, its ability to achieve its objectives, the Company successfully executing its growth strategy, the ability of the Company to obtain future financings or complete offerings on acceptable terms, failure to leverage the Company's portfolio across entertainment and media platforms, dependence on the Company's key personnel and general business, economic, competitive, political and social uncertainties. These risk factors are not intended to represent a complete list of the factors that could affect the Company which are discussed in the Company's most recent MD&A. There can be no assurance that forward-looking statements will prove to be accurate, as actual results and future events could differ materially from those anticipated in such statements. Accordingly, readers should not place undue reliance on the forward-looking statements and information contained in this news release. GameSquare assumes no obligation to update the forward-looking statements of beliefs, opinions, projections, or other factors, should they change, except as required by law.

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SOURCE GameSquare

FAQ

What is the significance of Hungryboy launching in H-E-B for GAME on November 13, 2025?

The H-E-B rollout represents a retail distribution milestone for Hungryboy and expands Click Media's creator-commerce reach in Texas.

Which Hungryboy flavors are available in H-E-B stores from The Boys (GAME)?

Available flavors include Sweet Sting, The Butt Bubbler, Gut Grenade, The Mexorcist, Taste Bud Trauma, and Strawberry Donut.

How quickly was Hungryboy developed before the H-E-B launch announced by GAME?

Hungryboy was concepted, developed, and brought to shelf in under 12 months.

How large is The Boys' audience supporting the Hungryboy (GAME) launch?

The Boys have a collective social reach of more than 93 million followers, cited as supporting the launch.

Will GameSquare (GAME) expand Hungryboy beyond H-E-B stores after the November 13, 2025 launch?

GameSquare and partners are in discussions with additional retailers and exploring new SKUs and co-branded activations.