Digital Smarts - Kids Seeking Toys Connected to YouTube Videos
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Toy makers have started striking licensing deals with YouTube channel creators as children are increasingly seeking out toys based on their favorite YouTube programming. For example, toy manufacturer Jazwares will start selling merchandise based on three popular children's YouTube channels this year - Blippi, a preschool education-and-entertainment character with more than 21 million subscribers; toy-unboxing and reviews channel CKN Toys, which has 14.7 million subscribers; and Cocomelon, a channel known for nursery rhymes, which has 74 million subscribers. Jazware's Laura Zebersky says, "The world has changed and you will see properties ranging from 'Fortnite' to influencers on YouTube who are leading and competing against movies and TV shows on a day-to-day basis."