Licensing New Product News

YouTuber Like Nastya Brings Content to Life with First Toys, Apparel, and Accessories

like nastya

Over the next six months, children around the world will be able to enjoy the first ever Like Nastya toys, apparel and accessories from six-year-old YouTube sensation Anastasia (Nastya) Radzinskaya, through a tide of new partnerships brokered by IMG.

With more than 170 million subscribers and over 85 billion total views on YouTube – more than any creator in the world – Like Nastya’s imaginative, fun and educational videos will be brought to life through an extensive lifestyle collection.

Launching just in time for the holiday season, a colorful collection of apparel, accessories, bags and stationery featuring Nastya will be available globally on Amazon by early November, with additional Like Nastya sleepwear, headwear, accessories, bags, girls underwear and apparel collections set to launch in stores and online in spring 2021.

January 2021 will see the first Like Nastya doll, created by leading toy company Jazwares, released exclusively on Amazon, with a full Jazwares collection of toys, games, dress-up, role-play and more set to launch widely online and in stores from spring 2021.

Over the past couple of years, Nastya has become a global phenomenon and the most popular YouTuber in the world with localized content in 12 languages,” commented Eyal BaumelCEO at Yoola and Anastasia’s manager. “Her fun, playful, educational, and unique content has created such a deep connection with her fans, that they see her not just as an entertainer and role model, but more importantly, a good friend. We are excited to expand the franchise into consumer products that represent Nastya’s spirit and values, and will allow kids and families all over the world to enjoy the Like Nastya experience in a variety of ways.”

“With her vibrant personality and relatable adventures, it comes as no surprise that Like Nastya has quickly become one of the most popular YouTube channels for kids and parents to co-view,” said Laura Zebersky, Chief Commercial Officer, Jazwares. “We are looking forward to bringing families a robust toy line that embraces the playful, imaginative nature of Nastya’s storytelling and gives kids a new way to engage with their favorite YouTube superstar.”

Gary Krakower, Vice President of Licensing, IMG, added: “The fact we’ve built such an extensive licensing programme in just a few short months shows Like Nastya’s global influence and ability to inspire and entertain through imaginative, playful and educational content. We’re excited to explore additional categories including outdoor toys, footwear, homeware, food and beverage, and arts and crafts.”

Nastya was recently named to Variety’s 2020 Power of Young Hollywood list and is ranked third on Forbes’ 2019 HighestPaid YouTube Stars list.

For more information, schedule a virtual meeting with IMG’s Like Nastya team during the Festival of Licensing or visit