Apex Legends
Juniper Creates operates the Apex Legends Official Store, a Shopify-hosted direct-to-consumer e-commerce storefront selling officially licensed apparel, collectibles, accessories, home goods, and costumes featuring Apex Legends franchise characters, primarily serving USA-based fans of the Electronic Arts video game.
- Company typePrivate
- Founded-
- HeadquartersToronto, Canada
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Apex Legends does
Juniper Creates operates the Apex Legends Official Store (playapexshop.com), a direct-to-consumer e-commerce storefront that sells officially licensed merchandise for the Apex Legends video game franchise owned by Electronic Arts/Respawn Entertainment. The company is headquartered at 123 Edward St, Unit 205, Toronto, Ontario, and operates as an independent licensed merchandise partner rather than as a subsidiary of EA. Its product portfolio spans apparel (hoodies, jackets, t-shirts, joggers, socks, a Nessie onesie), character collectibles (Nessie plush in multiple variants, Legend-themed plush figures in limited-edition skins), LED lamps featuring character quotes, accessories (pins, keychains, crossbody bags, charms), home goods (oven mitts, pool floatie, lumbar pillow, vinyl soundtrack), and costumes for cosplay. The storefront is built on the Shopify e-commerce platform with an integrated Okendo review system, limited-stock indicators, and order tracking, and ships primarily to USA customers with broad international shipping restrictions.
The business model is one-time unit sales of licensed merchandise priced between $17.99 and $84.95 USD, with no subscription component; revenue is generated exclusively through the Shopify-hosted storefront. Juniper Creates leverages a single primary customer segment — Apex Legends gamers and fans expressing franchise identity through branded purchases — and uses limited-edition drops, seasonal tie-ins (e.g., Season 26 apparel), and IP crossovers (notably the Apex Legends x Cyberpunk Edgerunners collaboration with Youtooz) to drive repeat demand and urgency. Strategic partnerships include Youtooz for collectible plush manufacturing, Spear for apparel design, Cyberpunk Edgerunners for cross-IP collaborations, and Shopify for platform infrastructure. The company provides only a general contact email ([email protected]) and phone number, with no publicly disclosed leadership team, headcount, funding history, or financial figures; revenue, ownership structure, and investor details are not available in the source data.
Apex Legends firmographics
Firmographics- Name
- Apex Legends
- Legal name
- Juniper Creates
- Website
- https://playapexshop.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Juniper Creates operates the Apex Legends Official Store, a Shopify-hosted direct-to-consumer e-commerce storefront selling officially licensed apparel, collectibles, accessories, home goods, and costumes featuring Apex Legends franchise characters, primarily serving USA-based fans of the Electronic Arts video game.
- Ownership category
- akta.pro rank
Apex Legends industry classification
Industry- Product category
- Gaming Merchandise
- NAICS
- Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Entertainment Memorabilia Retail (Film/TV/Music) (CRALAGAJ)
- akta.pro secondary industry
- Sports, Concert & Venue Gift Shops (CRALAJAH)
Keywords
Where Apex Legends is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Apex Legends business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Merchandise Sales: Direct e-commerce sales of Apex Legends branded merchandise including apparel, collectibles, accessories, and home goods. Revenue generated through one-time product purchases with prices ranging from $18.95 to $84.95.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Apparel products - $32.95 to $79.95 |
| Unit Pricing | Pay-as-you-go | Collectibles - $24.95 to $44.95 |
| Unit Pricing | Pay-as-you-go | Accessories - $19.95 to $59.95 |
| Unit Pricing | Pay-as-you-go | Home goods - $22.95 to $74.95 |
| Unit Pricing | Pay-as-you-go | Costumes - $17.99 to $54.99 |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Apex Legends product offering
Product offeringCore offering
The Apex Legends Official Store is a direct-to-consumer e-commerce storefront operated by Juniper Creates that sells officially licensed Apex Legends branded merchandise. The product portfolio spans apparel (hoodies, t-shirts, jackets, joggers, socks, onesies), collectible plush toys and LED lamps featuring game characters, accessories (pins, keychains, charms, bags, slippers), home goods (oven mitts, pool floatie, lumbar pillow), deluxe cosplay costumes, and limited-edition collaborations such as the Apex Legends x Cyberpunk Edgerunners collection.
Product overview
The Apex Legends Official Store is a merchandise e-commerce platform operated by Juniper Creates on behalf of Electronic Arts/Respawn Entertainment. The product portfolio consists of licensed apparel, collectibles, accessories, and home goods featuring Apex Legends intellectual property. Core product lines include: apparel (hoodies, jackets, t-shirts, joggers, socks, onesie); character collectible plush toys featuring all 24 Legends in various skins (Nessie plush series, Legend character plush dolls); LED lamps featuring character quotes; accessories (pins, keychains, crossbody bags, charms); home goods (oven mitts, pool floatie, lumbar pillow); costumes (Legend deluxe costumes, weapon replicas); and special collaborations (Apex Legends x Cyberpunk Edgerunners). The products are sold exclusively through the official Shopify-hosted store at playapexshop.com with shipping primarily to USA, with various international restrictions.
Differentiator
Problem solved
Functional benefit
Products and services
- Apex Legends x Cyberpunk - Lucy Nessie Plush 9-inch Youtooz plush collaboration featuring Lucy from Cyberpunk Edgerunners in her light blue jacket with navy details and a navy bodysuit with red detailing, targeted at fans of both franchises.
- Apex Legends x Cyberpunk - Rebecca Nessie Plush 9-inch Youtooz plush collaboration featuring Rebecca from Cyberpunk Edgerunners in her blue coat with yellow detailing and matching bra, targeted at fans of both franchises.
- Belva Nessie Plush
Companies that use Apex Legends
Customer profileSegments1 record
Ideal customer profiles1 record
Apex Legends technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Apex Legends partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, minor and flagship.
- YoutoozcoreYoutooz is a collaboration partner for Apex Legends collectible plush toys. The Cyberpunk collaboration Nessie plush toys are specifically Youtooz products - 9-inch plush figures featuring characters Lucy and Rebecca from the Cyberpunk Edgerunners series wearing Apex Legends-inspired Nessie designs.
- SpearminorSpear is a design partner for the Retro Map T-Shirt: Storm Point product, collaborating on the design of Storm Point map-themed merchandise.
- Cyberpunk EdgerunnersflagshipApex Legends x Cyberpunk collaboration featuring limited edition Nessie plush toys (Lucy Nessie and Rebecca Nessie) inspired by characters from the Cyberpunk Edgerunners anime series. Products available until August 20, 2026.
- ShopifycoreShopify Inc. provides the e-commerce platform powering the Apex Legends Official Store, enabling online sales of merchandise to customers.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Apex Legends competitors and assessment
Company assessmentDirect peers
- The Yetee: The Yetee is a direct-to-consumer video game and internet-culture apparel and accessories merchant running on Shopify with limited-edition drops and themed collections. Comparable in merchandising tactics, pricing tiers, and target gaming-fan buyer to Apex Legends Official Store.
- Youtooz: Youtooz is a direct licensed collectibles manufacturer of vinyl plush, figures and apparel tied to internet-culture and gaming IPs (Cyberpunk Edgerunners, Minecraft, etc.). Youtooz is both a partner (manufactures the Apex x Cyberpunk Nessie plush) and the closest comparable in collectibles-first video game merchandise, overlapping on plush, limited drops and creator-driven fandom.
- Fangamer: Fangamer is a direct-to-consumer video game merchandise retailer specializing in apparel, accessories and home goods for franchises like Hollow Knight, Undertale, Stardew Valley and others. Highly comparable in business model, catalog mix and fan-artist collaboration style to the Apex Legends Official Store.
- Insert Coin: Insert Coin is a UK-based video game merchandise retailer offering apparel, homeware and collectibles across Nintendo, Sega, PlayStation, retro and indie gaming IPs. Comparable as a regional/specialty gaming-merch DTC storefront with similar product breadth to Apex Legends Official Store.
- J!NX / Numskull Designs: J!NX/Numskull Designs is a leading licensed video game merchandise manufacturer and e-commerce retailer producing apparel, collectibles (plush, figures, mugs), and accessories for franchises such as Minecraft, Pokemon, Fallout and others. Operates a direct-to-consumer storefront with similar drop mechanics, scarcity drops and licensed-IP partnerships to Apex Legends Official Store.
Broad incumbents
- ThinkGeek (GameStop): ThinkGeek, now operating under GameStop, is a long-established broad gaming merchandise and collectibles retailer selling apparel, toys, home goods and novelty items across gaming IPs. Comparable as the broad-incumbent franchise-merchandise specialty retailer that the Apex Legends Official Store competes with for fan mindshare and basket share.
- BoxLunch & Hot Topic (BoxLunch/Hot Topic): BoxLunch and its sibling Hot Topic are large pop-culture specialty retailers selling licensed apparel, collectibles and accessories across gaming, anime, music and film IPs at scale. They represent the broad-incumbent competitive set for collectibles-led fandom merchandise and act as both a distribution alternative and competitive threat to standalone game merchandise DTCs.
Others
- Universal Toys / BioWorld (collectibles DTCs): BioWorld and adjacent licensed-product makers produce video game apparel and accessories sold through major retailers (Target, Walmart, Hot Topic). Comparable as the wholesale-and-manufacturing counterpart to the Apex Legends Official Store, supplying similar fan merchandise via alternative routes.
- Great Yarmouth Printing Services / Misfits (gaming DTC merch): This category covers smaller regional/niche gaming merch print-on-demand and DTC operators that fulfill fan-driven apparel and accessories for gaming communities. They are not direct competitors on Apex Legends IP but exemplify the long-tail of gaming fan merchandise ecosystem the Apex Legends Official Store is part of.
Emerging players
- WeLoveFine: WeLoveFine is a video game apparel and accessories brand producing licensed tees, hoodies and pins for indie and AAA gaming titles. Comparable in collectibles/apparel overlap and licensed-IP gaming focus, though smaller in scale and skewing more fashion-forward than Apex Legends Official Store.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights7 records
Customer concentration
Apex Legends social profiles
Digital presenceApex Legends financial estimates
Financial estimateRevenue estimate
Valuation estimate
Apex Legends leadership team
Management profileNumber of profiles
Apex Legends funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Apex Legends M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Apex Legends
What does Apex Legends do?
The Apex Legends Official Store is a direct-to-consumer e-commerce storefront operated by Juniper Creates that sells officially licensed Apex Legends branded merchandise. The product portfolio spans apparel (hoodies, t-shirts, jackets, joggers, socks, onesies), collectible plush toys and LED lamps featuring game characters, accessories (pins, keychains, charms, bags, slippers), home goods (oven mitts, pool floatie, lumbar pillow), deluxe cosplay costumes, and limited-edition collaborations such as the Apex Legends x Cyberpunk Edgerunners collection.
Is Apex Legends a public or private company?
Apex Legends is a private company. It is classified as unknown and is currently operating.
When was Apex Legends founded?
Apex Legends was founded in -1. It employs 1 to 10 people.
Where is Apex Legends based?
Apex Legends is headquartered in Toronto, Canada, in the North America region.
How does Apex Legends make money?
One revenue line is on record: merchandise Sales.
Who are Apex Legends's main competitors?
Direct peers on record are The Yetee, Youtooz, Fangamer, Insert Coin and J!NX / Numskull Designs. Broad incumbents are ThinkGeek (GameStop) and BoxLunch & Hot Topic (BoxLunch/Hot Topic). Others are Universal Toys / BioWorld (collectibles DTCs) and Great Yarmouth Printing Services / Misfits (gaming DTC merch). WeLoveFine is listed as an emerging player.
Does Apex Legends have an API?
No public API is recorded for Apex Legends.
What industry is Apex Legends in?
Apex Legends's product category is Gaming Merchandise. Its primary akta.pro industry code is CRALAGAJ, Entertainment Memorabilia Retail (Film/TV/Music), with a secondary code of CRALAJAH, Sports, Concert & Venue Gift Shops. Its NAICS code is 459120 and its SIC code is 5945.