Family Affair

Digital influencers’ content often features supporting appearances by friends and family. Ryan Kaji’s videos include his parents and younger twin sisters, who also have their own spin-off channel, although the Ryan’s World licensing program is focused exclusively on Ryan. Siblings Charli and Dixie d’Amelio and Jake and Logan Paul sometimes play a role in each other’s videos—the Paul brothers launched a YouTube channel together last year—but the bulk of their commercial activities are conducted separately.

The family connections are even stronger for a growing number of siblings who operate as a team and, for licensing, oversee a single, joint brand. A few recent examples with expanding licensing programs include:

  • Vlad and Niki. The brothers, represented by master agent Haven Licensing in Australia, along with sub-agents Retail Monster in the U.S. and Wildbrain CPLG in Europe, recently signed Entertainment Retail Enterprises and Evode Group for apparel in North America and selected international markets, respectively. In September the boys signed Playmates as their master toy licensee; they also have a deal with Zuru.
  • CKN Toys. Another pair of brothers represented by Haven, these young Australian unboxers have deals in place with Colto for mobile apps and Jazwares as master toy licensee. In October, the boys signed a content deal with Nickelodeon for a short-form series for preschoolers, which will air on Nick Jr. and Nickelodeon TV and digital platforms. Haven is now working with Nickelodeon on CKN’s global consumer products strategy.
  • Collins and Devan Key. Licensed under the Collins Key and Key Bros. brands, the Keys are represented by Evolution USA. Their videos include pranks, food experiments, and lifestyle content, all family-friendly. The brothers signed Moose Toys as their master toy licensee, before their representation deal with Evolution. Other categories are in development; the young men also have their own direct-to-consumer website selling t-shirts and other merchandise.
  • WeWearCute. These sisters, known for their TikTok presence, are represented for licensing by The Joester Loria Group. Their partners include Taste Beauty for nail, hair, and other beauty products; Canal Toys for Studio_Creator video maker kits; Spin Master for stationery, arts and crafts, and activity toys under its inkFluencer brand; Build-A-Bear Workshop for customized plush; Jay Franco for home décor and bedding; Mad Engine for apparel and accessories; and CultureFly for subscription boxes.
  • Erin and Sara Foster. These sisters, the daughters of musician and composer David Foster, are best known for their reality TV show on VH1, Barely Famous, and also have a strong presence as digital influencers. They paired with Joe’s Jeans for a collaboration in spring 2020 and, this fall, launched their own line of denim, cashmere sweaters, vegan leather pants, and other casual apparel under the Favorite Daughter brand. A hoodie with a detachable face covering is one of the debut items in the digital-first line, which also involves another sister, stylist Jordan Foster. The label is a partnership with Centric Brands.

Having two influencers as part of a brand is an advantage for consumer products, as each sibling can have a slightly different following and consumer base, although the two tend to overlap significantly. This helps broaden the total audience for the brand, at least to a degree. The dual appeal may also contribute to the fact that the social presence of most of the pairs of celebrities listed here rank among the top digital influencer channels of their type.

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