Geeky merch is bigger business than ever. Next level fantasy fandoms are fueling the rise of co-branded products, including Columbia’s recent Star Wars-themed parka, Carhartt’s Aquaman beanies and Luke Cage hoodies, Deadpool Vans, and yes, Ommegang’s $20 bottles of Game of Thrones beer. Millennial geeks are all grown up and influencing industries—Marvel accounted for half of this year’s top ten grossing films, which also included Star Wars and Jurassic Park. So, companies are cashing in. (WSJ)
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