Cameo Enters Merch Business With Its First-Ever Acquisition Of ‘Represent’

Personalized video messaging platform Cameo is diving into the merchandising pool with its acquisition Monday of marketing and merchandising platform Represent—its first ever acquisition.

Since debuting in 2014, Represent has shipped more than 4 million products to customers in over 165 countries, creating $170 million-plus in brand value for its talent and partners. The company also helped raise over $30 million for charity through client contributions.

Its talent roster includes Leonardo DiCaprio, Kendall Jenner, Jennifer Lopez, Matthew McConaughey, Arnold Schwarzenegger, Ed Sheeran and the U.S. Women’s National Soccer Team, and it has been the merchandising partner for cultural events such as the recent Friends: The Reunion.

Represent’s global team and leaders will join Cameo as part of the transaction.

Chief operating officer Daniel Rosenberg will become president of Represent and lead its day-to-day operations, while Represent chief marketing officer Bobby Maylack will become Cameo’s chief creative officer.

Cameo said that in the near-term, Represent will continue normal operations, as it is focused on long-term growth and cultural alignment between the two companies.

Cameo expects to begin integrating Represent’s merchandising capabilities into its experience in 2022, enabling merch to become a native part of its platform for both fans and talent.

Talent will retain full control over their experience on Cameo, choosing how they interact with fans, and the eventual integration of Represent will give them another way to deepen relationships with fans, monetize their presence on the platform and raise money for causes and nonprofits.

Cameo will continue to work with Represent’s former parent company, Custom Ink, on fulfillment, logistics and production. Custom Ink acquired Represent in 2016.