New York Toy Fair
It was Toy Fair in New York last week and one of the key themes was influencers. Hot on the heels of Ryan’s World, and our very own Hearts By Tiana, an increasing number of kid-oriented YouTube channels are signing deals for toy lines. I’d recommend you keep your eyes on Cocomelon and Blippi as we’re likely to see lots more from these two this year.
Ryan’s World has so far been the blueprint for influencer licensing. To give you a bit more context into just how successful it’s been in such a short time, Ryan’s products were forecast to bring in a staggering $150 million in sales last year, more than tripling 2018’s sales of $42 million. This equates to 1,000 SKUs in 75,000 stores!
In the influencer world, last weekend saw the second running of VidCon London at the Excel centre. VidCon is the world’s largest event for fans, creators, executives, and brands who are passionate about online video and building diverse communities. I attended and found it fascinating to see the HUGE levels of fandom for digital stars. And there was no doubt that the platform of the moment is… TikTok!! More on that next week.
This week YouTube announced that the YouTube kids app is available in 11 more countries taking the total to 75. YouTube recently introduced a $100 million fund dedicated to making what CEO Susan Wojcicki called “thoughtful, original children’s content,” much of which will appear exclusively on YouTube Kids. The platform also celebrated its 15th birthday – can you believe that?!