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.

Eyal Baumel, CEO of Yoola and Nastya’s manager, said: “Millions of kids and families around the world embrace Nastya as a friend and role model, and we are excited to expand Nastya’s universe into the physical world with the new toy line, and in the metaverse with our unique NFT program.

“This will allow Nastya’s community to own a collectible memory of Nastya, but to also use some of the unique utility NFTs to engage with her in the most special ways, including birthday greetings, connecting on social media, shoutouts, and even a live video call.”

Laura Zebersky, president of Jazwares, said: “Based on Nastya’s unbelievable success as a young content creator and role-model, imaginative play is the focus in our toy line so we are bringing to life and extending Nastya’s colorful adventures and positive messages.”

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.

Other toys in the line include themed Nastya eight-inch dolls such as Sleepy Time, Princess and Rock Star, 12 distinctive three-inch Collectible Figures, a Nastya Bedroom Playset, plush toys and headbands. The toys will range in price from $4.99 to $39.99 and will be available in the US and UK at retailers including Target, Amazon, Walmart.com and Claire’s starting this autumn, before being released worldwide in different drops through spring 2022.

Nastya’s NFT collection, meanwhile, presents a new way for Nastya to engage with her community; and capitalise on the hyper-growth NFT market. With multiple tiered price points, and plenty of surprise and delight activities, “Nastya’s Originals’ collection is designed to bring a smile to the face of her fans, and extend the Like Nastya community into the metaverse.

“There are very few people on earth that have ever amassed an audience the size of Nastya and we are thrilled to work with her and her family,” said Gary Vaynerchuk, CEO of VaynerNFT, who recently launched his own successful VeeFriends project in May, 2021.

“The fact that her circle is thoughtfully thinking about how to bring her audience value through an NFT project instead of trying to make a quick buck is exactly why we wanted to work with them and is exactly the way that VaynerNFT wants to structure projects.”

Van Kokeh, Associate VP, Licensing, IMG, added: “Nastya’s engaging content, reach and musical talent allows us to expand her licensing program across all key areas and categories. Our unique strategy to launch her toy program with Jazwares, alongside her first NFTs, is just the start of the incredible program we have planned for the long-term growth of the Like Nastya brand globally.”

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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