Anastasia Radzinskaya, the six-year old YouTube sensation who vlogs under the name ‘Like Nastya,’ has partnered with IMG to develop a line of licensed consumer products for her global fanbase. Ranked third on Forbes’ list of the highest grossing YouTube channels with more than 3.3 billion monthly views and almost $20 million in annual advertising revenue, the internet star is managed by Eyal Baumel from Yoola, and represented by WME, part of the Endeavor network alongside IMG.
Born in Russia in 2014, Anastasia was diagnosed with cerebral palsy. In 2016, her parents started sharing YouTube posts of her engaging in regular activities to show loved ones the progress she was making. With several videos going viral and her condition improving significantly, she now vlogs with her Dad and has 120 million subscribers across several YouTube channels: Like Nastya, Like Nastya Show, Like Nastya Vlog, and Like Nastya PRT.
As her first exclusive global licensing representative, IMG will work with Anastasia and her family to explore licensed product opportunities including toys, apparel, accessories, homeware, food and beverage and more.
Eyal Baumel, CEO at Yoola commented: “We are pleased to be working with IMG to develop products that will provide new ways for Anastasia’s millions of viewers around the world to engage with her vibrant personality, stories and content. IMG has an established reputation for its best-in-class work with many of the world’s most-recognized brands and personalities, and we see this partnership as an integral step in taking ‘Like Nastya’ to the next level.”
Gary Krakower, Vice President of Licensing, IMG, added: “‘Like Nastya’ has become a worldwide phenomenon with fan bases in the US, Germany, Brazil, Russia and India, just to name a few. Our focus will be on products that highlight and embody the spirit of her educational, playful and colourful YouTube content, which we hope will inspire children to embrace their curiosity and explore the world around them. We can’t wait to bring the ‘Like Nastya’ brand to her millions of fans in engaging new ways.”
Anastasia speaks four languages (Russian, English, Spanish and Mandarin) and produces local language content across all her channels.