Jazwares to launch toy line for YouTube’s Like Nastya with lifestyle licensing roll-out to follow

Published on: 9th October 2020

The next six months will witness the global launch of a new line of toys based on and inspired by the current YouTube sensation, Anastasia (Nastya) Radzinskaya, lead by the leading toy company, Jazwares. The new range will encompass the first Like Nastya doll land in January 2021, followed by toys, games, dress-up, role-play and more.

Anastasia Radzinskaya is a six year old YouTube sensation who has risen to fame having hit more than 170 million subscribers and over 85 billion total views on YouTube – more than any other creator in the world currently. The YouTube channel and its fun, educational videos will now be brought to life through the Jazwares toyline and a subsequent lifestyle collection.

In a suite of new partnerships brokered by IMG Licensing, the brand’s global exclusive licensing agent, and 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,” said Eyal Baumel, CEO 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.”

Laura Zebersky, chief commercial officer, Jazwares, added: “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.

“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, said: “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 Highest-Paid YouTube Stars list.


Exclusive: What to look forward to at BLE

Hasbro unveils new Transformers licensed collaborations ahead of BLE 2023

Goliath named global plush partner for The Garfield Movie

Mattel and the Design Museum partner on Barbie 65th anniversary exhibition

Macmillan Children’s Books and Magic Light to celebrate 25 years of The Gruffalo

Zag collaborates with Puma for second Miraculous collection

Marriott Grosvenor House to host The World of the Snowman afternoon tea

Exclusive: Touching Base with BLE exhibitors

Spin Master and Paramount sign global toy deal for Dora

Wow! Stuff’s Real FX Thing takes hold of US market