Kid influencers specializing in toy and children’s product reviews and unboxings via their own YouTube channels and other social media platforms have gained significant followings, with the top examples generating more than 10 billion views and amassing more than 10 million channel subscribers. Some “best of” lists name more than 100 different personalities playing in this arena, and that’s just a slice of the greater pie.
Not surprisingly, a growing number of these young celebrities (albeit still a small percentage of the total) are launching licensing efforts:
- Ryan of Ryan ToysReview. By far the most heavily licensed of the kid toy testers to date with his Ryan’s World brand, Ryan has deals in the toy industry with Bonkers, Far Out, Just Play, Jada Toys, and Kids Preferred, among others. He has also expanded into other categories, from social expressions and party goods to dinnerware and water bottles, to Halloween costumes, back-to-school products, and many more. As of the beginning of 2019, the brand had more than 40 licensees worldwide. It is represented for licensing by pocket.watch, the YouTube-centric entertainment studio that distributes its content.
- CKN Toys. Based in Australia, this channel fronted by a young boy known as CKN has climbed to become one of the top two channels in this segment, after Ryan, when ranked by number of followers. The brand just announced last month that its worldwide master licensing representative would be Australian agent Haven Global.
- Tiana of Toys AndMe. A British toy reviewer who had deals with toy companies Vivid and Commonwealth, Tiana recently decided to leave the toy industry and focus on products such as stationery, journals, apparel, and accessories. She currently has a dedicated e-commerce store under the Hearts by Tiana brand, as well as some pop-up shops, all overseen by The Social Store, which also represents the property for licensing globally. Target categories include the whole gamut of products for girls 6-12, with the exception of most toy categories.
- EvanTubeHD, JillianTubeHD, and HobbyKidsTV. All three of these properties, like Ryan, are distributed and represented for licensing by pocket.watch. The Bentex Group is producing apparel and Bonkers is developing toys for EvanTube and HobbyKids, and Taste is collaborating on bath, cosmetics, and beauty products for JillianTube. Meanwhile, Franco Manufacturing, Orb, and Buffalo Games are marketing bedding, crafts, and games and puzzles, respectively, featuring each of the three reviewers. (All of these licensees are also selling Ryan’s World products.) Merchandise based on EvanTube, JillianTube, and HobbyKidsTV is set to roll out later this year.
While the extension of these kids’ brands, with their loyal followings, into toys and other children’s products makes sense, there are some challenges. Due to their age, there may be some reluctance on the part of their parents to get into the business or into certain categories, although their backing of the youngsters’ commercial enterprises on YouTube, and with the toy companies whose products they review, suggest this is not a big hurdle.
More importantly, the kids will quickly grow up, which will change their business model. They may lose interest in toys, decide they want to stop reviewing altogether, or be unable to replace their loyal young followers with a new generation. Any of these occurrences could mean the hasty end of their licensing business altogether, or at least require a major repositioning.
Comments are closed.