Toy market news

YouTube sensation Like Nastya to launch first toy line with Jazwares

The YouTube sensation, Like Nastya, has detailed the autumn launch of her first toy line, a range developed by the international toy maker, Jazwares in a partnership brokered by the global licensing agency, IMG.

The seven-year-old social media star’s toy line represents the latest expansion of Nastya’s universe in which Nastya and her parents play, learn, sing, explore, and share their life experiences on social media. Her YouTube videos cover topics from songs, nature, and animals, to the importance of eating healthily.

Like Nastya currently enjoys more than 220 million subscribers on YouTube, 5 million followers on TikTok, and a thriving Instagram channel.

The toy space is not the only sector into which the Like Nastya brand is expanding this season as IMG has also secured an NFT collection with Gary Vaynerchuk’s VaynerNFT.

Nastya, who at birth was diagnosed with cerebral palsy, which inspired her first YouTube video and has since significantly improved, and her family will be donating a portion of proceeds from her NFT collection to the Cerebral Palsy Foundation.

The toy line has been created to appeal to girls aged four to six years old and features Nastya’s Fancy Princess Surprise Doll, an eight-inch doll in the likeness of Nastya and it includes 50 unique surprises such as outfits, wear-and-share accessories, and more.