How the Seattle Kraken Became the NHL's Best-Selling Expansion Team Overnight

League's newest franchise sifted through 1,200 names to pick a winner and develop its branding

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After an excruciatingly thorough 18-month process, the highly-anticipated 32nd National Hockey League franchise’s name and branding finally dropped last week with a thunderous cinematic trailer. And within 24 hours, the Kraken became the NHL’s best-selling expansion team. Fanatics reported it sold 50% more in merchandise than the previous high set in 2017 by the Vegas Golden Knights.

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