ANALYSIS I The Insights Family on the booming creator economy

The Insights Family surveys more than 469,040 kids aged 3–18 and 228,800 different parents a year across 22 countries in 6 continents.

Its latest report, Mapping the World of Content, showcases the biggest global trends, developments and opportunities that are shaking up the content space as we see it.

Here, the company outlines how the creator economy is changing – with teens and tweens taking charge.

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Social media has broken down the traditional barriers to entry for content creation. Previously, there were gatekeepers who controlled what content was published in the music, TV, cinema or book industries, making it difficult for creators to independently share their work. The Internet age means that more people now have access to digital tools for creation.

The #1 career aspiration amongst kids aged 13-18 in the UK is IT and computing, emphasising how comfortable teens are in their online ecosystems. Being a YouTuber or vlogger currently ranks at #6 within this demographic, increasing by 73% over the last 9 months. What’s more, the desire to create content for a living has increased in the UK year-on-year by over 35% amongst 6-9 year olds. Globally, it averages as the fourth most popular career aspiration, illustrating the popularity of being a digital creator.

We see a prime example of the creator economy in the growth of TikTok, a platform which has grown in prominence due to the ease of users shooting and editing their own videos. While platforms such as Twitter and Instagram offered short video uploads, TikTok set itself apart by giving kids the tools to create and edit videos on their device, with no additional software or technology required. It is more accessible than YouTube which can require video editing software to make content look professional, not to mention advanced lighting and camera setups top vloggers may use on the platform.

By lowering the creative barrier to entry, TikTok has been able to garner a large audience who wanted to create their own content but may have lacked the means to do so. It is no surprise that amongst UK kids aged 11-18, there is a correlation between the increasing popularity of the platforms and the number of kids sharing their own videos online. Over the last twelve months, the number of teens naming TikTok as their favourite app has grown by 11% whilst the number of teens sharing videos has grown by 28%.

The creator economy has opened up a wealth of opportunities for budding entrepreneurs. With the ability to utilise low-cost tools and directly enter the marketplace, kids are capable of building enormous audience advocacy, with scope to leverage licensing deals with brands. Ryan’s World, a vlogger and influencer, is the second most popular YouTuber globally amongst kids aged 3-5. He has a huge presence in the UK, US and Canada and he is a prime example of how kid creators can license their online persona to produce toys for their audience. Licensed toy purchases in relation to 6-9-year-olds’ favourite YouTubers have increased by over 70% in the UK. Creators now have more ability than ever to leverage their popularity in other industries. In the UK, YouTuber related toy purchases have increased +62% year-on-year amongst 3-9 year olds, compared to the +17% growth in the case of films.

The creator economy boom doesn’t stop there. New forms of revenue models are constantly being created and finessed – an evolution that steps beyond traditional confines and offers even more innovation and opportunity. A trend that has grown considerably has been ‘self-referential’ creator content, such as live shopping or gaming content. Going beyond the activity itself and watching your favourite influencer or role-model partake in the activity not only creates a more intimate relationship, but a more informative experience overall, opening up the chance to implement additional commercial opportunities such as advertising or brand sponsorship.

The Insights Family’s new Mapping The World Of Content report discusses the creator economy in further detail and also explores other trends such as platform saturation and digital touchpoints. It is the first report in a series focused on exploring opportunities for brands in the kids and family ecosystem, produced by the company’s new Industry Knowledge team. Download it for free here:

* All statistics are taken from the Kids Insights real-time data portal in the last six months (November 2021 – May 2022) adds 13 new creators to its roster of global digital stars, the leading kids and family studio creating global franchises for Generation Alpha, has announced the addition of 13 new creators to its roster of global superstars. The move significantly expands the company’s audience, content library, and original content slate with the world’s biggest kids and family digital stars.

The new creators bring further diversity, broader age ranges and new formats to, which already boasts content and original intellectual property from powerhouse creators like Ryan’s World, Toys and Colors, Onyx Family, Kids Diana Show and LankyBox, the current No. 1 gaming channel on all of YouTube.

In 2021, content was watched for over 4 billion hours across the company’s 44 global distribution partners including AVOD, SVOD and linear platforms in over 129 countries. By integrating these new creators into their unique content distribution offering, is positioned for significant growth in 2022 and beyond. These additions bring the company’s library to over 70,000 videos, cumulating to more than 15,000 hours of content available to streaming platforms for distribution. The company continues to innovate the way it packages content to include new formats beyond its breakthrough MishMash format which transforms short-form videos into twenty-two minute episodes capable of being distributed on all types of premium platforms globally. is also developing original content inspired by many of its new partners, opening up the opportunity for these creators to participate in entirely new franchises that grow way beyond YouTube – following in the footsteps of other originals like the Emmy-nominated Ryan’s Mystery Playdate and the animated series Onyx Monster Mysteries and Love, Diana Adventures.

“The library of kids and family content is unlike any other in the industry,” says Chris M. Williams, Founder and CEO, “Our unique approach to packaging content, as well as our skills in developing original content with the biggest digital stars and creators in the world allows us to supply all types of streaming platforms with proven content and IP that attracts and engages massive audiences everywhere it goes, while providing our creator partners with new opportunities to monetize content beyond YouTube.”

New creators represent a broad range of quality kids and family content genres including gaming, art instruction, preschool animation, edutainment and sketch comedy. They are listed below alongside the number of total views for their channel(s) on YouTube in the month of April 2022.

  • Vania Mania Kids: 222 million
    • Vania Mania Kids stars 5 siblings: Vania, Mania, Stefy, Dasha and Alex! Kids and families around the world join in on their adventures in pretend play through laughter, singing and learning.
  • Hudson’s Playground: 99 million
    • From tractors to bulldozers to balers, Hudson’s Playground has a whole stable of super cool farming equipment that ignites kids’ curiosity about technology, farming, and the great outdoors.
  • Mackenzie Turner: 68.8 million
    • 22-year old Mackenzie Turner loves spreading happiness around the world through gaming and vlog content. Best known for her fun and lively personality, fans love tuning in to watch Mackenzie play their favorite Roblox games!
  • Art for Kids Hub: 40 million
    • Art for Kids Hub is on a mission to teach their fans to learn how to draw! Rob and his family teach a new art lesson every Monday through Friday on their channel.
  • ShanePlays: 19 million
    • Since 2017, fans around the world can’t get enough of ShanePlays’ wild reality-based Roblox movies and machinima.
  • Kamdenboy & Kyraboo: 13.8 million
    • Kamdenboy & Kyraboo are a dynamic sibling duo that uses imagination to conquer the world through learning and play! With some help from mom and dad, Kamdenboy and Kyraboo find fun in challenges, skits, pretend play, and more.
  • Scratch Garden: 13.1 million
    • Scratch Garden creates fun, educational animated content for kids, educators, students, and anyone else that likes laughing and learning at the same time!
  • The Stella Show: 12 million
    • Stella is an effervescent 7-year-old, who creates hilariously entertaining skits and challenges with older brother, Jameson, and her parents, Erika and James.
  • Denis: 7.3 million
    • Denis is an uber-popular gaming creator best known for entertaining audiences through Roblox content that highlights Denis’ friendly and easygoing personality.
  • Koala & Giraffe: 6 million
    • Kids love tuning in to Koala & Giraffe’s “Mini Musicals” that keep audiences laughing while teaching important lessons with humorous nursery rhymes.
  • Kaven Adventures: 5.7 million
    • Kids love joining 6-year old Kaven on epic adventures in-game and in real life! Kaven and his Dad play the hottest kid-friendly games, from trending apps to the ever-popular Roblox.
  • GEM Sisters: 5.6 million
    • GEM stands for Gaming with Evangeline and Mercedes! Fans tune in to watch them play kid favorite games including Roblox, Fortnite, and Minecraft.
  • Doods: 3.3 million
    • Doods’ clever 3D animations take regular household items and bring them to life by showcasing their unique perspectives in humorous everyday situations.

For more information about the roster of franchises and creators and its premium slate of content, visit

Ryan’s Rescue Squad video game launches today

Publisher of family-friendly interactive entertainment Outright Games, along with Sunlight Entertainment and p.w Games, the gaming division of kids’ entertainment studio, have today launched Ryan’s Rescue Squad, the newest game from global kids’ phenomenon Ryan’s World.

Developed by Stage Clear Studios, the new rescue adventure is available now on Nintendo Switch, Playstation 4, Playstation 5, XBox One, XBox Series X|S, PC and Stadia.


Players must step up and rescue Ryan’s friends, who have been captured and transported across different worlds by the evil Dark Titan and his wicked allies, Robo Combo and Packrat.

Key features:

●       Choose your Character – Be Ryan, Combo Panda, Alpha Lexa, or Gus the Gummy Gator

●       Team up – Play together in local 2-player mode

●       Play minigames – Including Bulls Eye, Spaceship Flight, The Floor is Lava and Fire at Will

●       Power Up! – Eat Moe’s pizza to become invincible and more

●       Collect and Customise – Unlock and buy amazing new costumes for your character

A top creator on YouTube, Ryan’s World channels have generated over 68.6 billion lifetime views, and have amassed over 50 million subscribers across 9 channels. The Ryan’s World universe spans everything from toys to toothbrushes, clothes and now a second console video game following on from the  successful Race with Ryan, which was released with Outright Games in 2019. 

Terry Malham, CEO of Outright Games, says: “It was a wonderful experience to work with, p.w Games, and Sunlight Entertainment for our second game together. We’ve upped the fun, colour and excitement for this title and we feel we’ve created an action packed adventure that the family can enjoy playing together, particularly younger players. We can’t wait to share it with everyone.’’

Kerry Tucker, Chief Marketing and Franchise Officer of, adds: “Ryan’s World continues to grow every day, as we strive to create new exciting experiences that fans will love. Ryan is everywhere kids are – including on their favourite game consoles. We love that this is a game families and friends can play together in co-op mode.”



Ryan’s World game ‘Ryan’s Rescue Squad’ coming to PC and consoles next year

Outright Games and have teamed up for new video game Ryan’s Rescue Squad, coming to consoles and PC in 2022. The game is based on global kids’ phenomenon ‘Ryan’s World’, whose YouTube channels receive over 1 billion views per month from over 48 million subscribers..

The side-scrolling platform adventure features two-player local co-op travel across slime-filled planets to rescue Ryan’s friends, who have been captured by the evil Dark Titan and his wicked allies Robo Combo and Packrat.

This announcement follows the first ever Ryan’s World FanFest real-time live streaming event that took place on Saturday 27 November. The stream was free to view globally for all of Ryan’s 30M+ fans and was an interactive event featuring puzzles and challenges, photo booths, downloadable content and Voice-Activated Emojis.

Ryan’s Rescue Squad will be released next year on Nintendo Switch, Playstation 4, Playstation 5, XBox Series X, XBox One and PC. teams up with YouTube superstars Toys and Colors for global franchise ‘Kaleidoscope City’

Family entertainment company, which specializes in extending kids and family YouTube stars and characters into global franchises like the mega-hit Ryan’s World, has slated spring 2022 for the launch of its latest project.

Kaleidoscope City will be based off Toys and Colors, the popular YouTube channel which amasses 1.5 billion views per month. The ensemble Asian-American cast features young friends Wendy, Alex, Emma, Jannie and Andrew, in addition to a host of Aunties and Uncles familiar to the channel’s massive audience.

Kaleidoscope City will come to life in an original live action/animated series, consumer products, gaming, podcasts, live events, and much more. The City is a magical world of colour where kids learn to see things from a new perspective and learn about diversity, varied points of view, conflict management and empathy.

“We are thrilled to partner with the incredible ensemble of Toys and Colors and we are so excited to introduce Kaleidoscope City as our next global kids and family franchise. This partnership reinforces our mission to bring kids more of what they love and to ensure that kids around the world see themselves in,” says Kerry Tucker, Chief Marketing and Franchise Officer of “Our success in bringing franchise economics to the world’s most popular YouTube creators and produce, license and distribute original IP to every consumer touchpoint gives us the distinct opportunity to reach diverse audiences across the globe. Toys and Colors is a perfect addition to the family.”

Production is underway on an original hybrid live action/animation series created by Chief Content Officer, Albie Hecht, entitled “Toys and Colors in Kaleidoscope City”, featuring the Toys and Colors ensemble as live action characters against virtual photorealistic backgrounds combined with MOCAP CG animated characters – all produced in real time in the Unreal Game Engine. The franchise also introduces a cast of new animated characters who run various world bazaar shops and help the Toys and Colors crew navigate Kaleidoscope City. Baby Rainbow, Matcha, Dax and Chi Chi all have unique perspectives and personas and will serve as the inspiration for gaming, consumer products, podcasts, live events and more.

“We are so excited to join as their partners in becoming the next big global franchise for kids and families,” says Tim Nguyen of Toys and Colors. “After seeing what has done with brands like Ryan’s World and Love, Diana, and hearing about their incredible plans for Kaleidoscope City, we can’t wait to bring this new franchise to our fans all over the world.” and Ryan’s World steps into new partnership with footwear brand Skechers

Ryan’s World is making its foray into the footwear market thanks to a new partnership between and Sunlight Entertainment that will see the kids’ franchise step into a new Skechers deal.

Co-branded Sketchers x Ryan’s World, the new collection is a collaborative effort between Ryan and the Skechers Kids design team and will launch in the United States this July. It will mark the first time that a major shoe brand has partnered with a kid influencer brand.

“At, our mission is to bring kids more of what they love,” said Kerry Tucker, chief marketing officer, “This first of its kind collaboration between Ryan’s World and Skechers introduces footwear to the Ryan’s World franchise and gives kids the incredible opportunity to wear two of their favorite brands at once. Our collaboration with Skechers further demonstrates the massive appeal of the Ryan’s World brand, and its evolution from YouTube channel to pop culture phenomenon.”

Jeremy Saul, managing director of global licensing and strategic partnerships for Skechers, added: “Skechers has a long history of creating footwear that kids love to wear, and we believe our Skechers x Ryan’s World collection will resonate with Ryan’s fan base. Ryan is creative, fun, energetic – everything Skechers is for kids – it’s a perfect fit.”

“I’m excited to share these shoes with my fans,” said nine-year-old Ryan Kaji, who collaborated with Skechers on the collection. “It was fun to design the sneakers, and I can’t wait to show them off soon.”

Since its 2015 launch, Ryan’s World has grown to become one of the world’s largest and most successful kids’ franchises. The YouTube channels feature fun and easy science experiments, educational content, animated adventures, imaginative toy play, and videos that document daily life for the family of five, which includes Ryan’s younger twin sisters.

Ryan’s World also includes content distributed via streaming platforms, mobile and console games, Roblox and more. Ryan’s World consumer products span every category and are sold all over the world. Ryan’s World even has a balloon in the Macy’s Thanksgiving Day Parade.

Spacetoon named master licensing agent and toy partner for Love, Diana across MENA

The family edutainment content producer, Spacetoon, has been named the new master consumer product licensing agent for Pocket.Watch’s Love, Diana brand across the MENA territory.

Under the deal, Spacetoon will launch a new line of toys and products, bringing Love,Diana items to shelf across the MENA toy market, appealing directly to Pocket.Watch’s growing audience base across the region as it build its global standing.

On top of this, Spacetoon has also secured the rights to localise, dub, and broadcast two of the most successful shows for Diana across Spacetoon free-to-air TV channel and Spacetoon GO online streaming service.

The first will be Love, Diana Adventures – a series that follows Diana into a new world – the Land of Play – where she is transformed from live action into an animated Princess of Play as she acts to protect her friends and family from Boris the Baron of Boredom. Love, Diana Adventures gained more than 10 millions views globally within five of the launch of the first episode.

The second show will be Kids Diana Show Ultimate Mishmash; a mashup of highlights from the Kids Diana Show YouTube channel starring Diana together with her brother, Roma. Diana and Roma take the audience through all of their family-friendly pretend play adventures; including dress up, role-play, and many other scenarios that spark the imagination of little kids.

Collectively, Diana has nearly 5 billion monthly views on her 14 YouTube channels, which provide audiences with family-friendly content in 9 different languages.

Ahmad Weiss, commercial director of Spacetoon, said: “We are thrilled to announce this collaboration with, to bring top-rated, family and kid-friendly content to the region, along with opening the doors for new merchandise related to the Love, Diana brand.

“Love, Diana is very popular among families around the world and the MENA region is no exception. People love this show for being adventurous and taking edutainment content to the next level. We are always open to this type of opportunity that results in bringing purposeful, values-based content and products to Arab families and presenting it in a unique way.”

Danny Sprongz, managing director, EMEA, Pocket.Watch, added: “Pocket.Watch is thrilled to enter into this licensing opportunity with Spacetoon to expand the Love, Diana Franchise in the Middle East.

“The Spacetoon audience, coupled with Spacetoon’s licensing capabilities will be critical to accelerating the Love, Diana brand and continuing to deliver fun and inspiration to young audiences within the region.”

Other Pocket.Watch titles to be made available on the Spacetoon TV channel and Spacetoon GO online streaming service, include the Emmy-nominated series Ryan’s Mystery Playdate and Ryan’s World Specials.

The shows will be dubbed into Arabic and broadcasted on Spacetoon TV Channel, while being made available on Spacetoon GO online streaming service. This will offer a chance to more than 100 million viewers around MENA to spend hours of joy and amusement with their favorite characters. extends its toys licensing partnership with Flair for newest YouTube star Kids Diana Show

Flair Just Play has extended its licensing partnership with, the studio behind the Ryan’s World franchise, to launch a range of role-play items inspired by the YouTube sensation, Kids Diana Show. The new range will launch across the UK and Ireland from spring next year.

According to Tubefilter, the Kids Diana Show channel totals five billion global views a month, making Diana the number three YouTuber in the world.

To support the global launch of the Kids Diana Show merchandise, has produced 40 episodes of Love, Diana. In this series, where live-action meets animation, the episodes are designed to help children learn positive lessons about friendship, family, creativity, and the power of play.

“We are absolutely thrilled to be partnering with once again,” said Charlotte Rodgers, marketing manager for the Just Play brands portfolio, Flair.

“Kids Diana Show is an international smash hit on YouTube, with billions of kids across the globe tuning in to view the channel each month, and this is just the beginning! We can’t wait to bring our fantastic Love, Diana role-play collection to the toy aisle.

“When kids play, their world expands, and our Love, Diana toys are designed with that in mind. Our Love, Diana role-play collection is directly inspired by key products featured in the show, which means that the toys are not only easily recognisable on the shelf, but it also means that girls will be able to go on their very own Love, Diana adventures – just like she does in the show.”

Stone Newman, chief revenue officer of, added: “We are delighted to be continuing our relationship with partners like Flair Just Play to expand the reach of the Love, Diana franchise to entertain and inspire young girls around the world.”

The Flair Just Play role-play collection includes Love, Diana’s Adventure Set – a backpack that looks like the one Diana wears in the show. It comes with a transforming wand hairbrush, an interactive phone, a map to help navigate the Land of Play, and more.

The Surprise Deluxe Trunk, meanwhile, has plenty of surprises, with many compartments for girls to discover. This music box promises the ultimate unboxing experience. Plus, there’s the Light-Up Bubble Wand, which produces bubbles like Diana’s wand does before she travels into the Land of Play. There is also an unlockable collection of Love, Diana Mini Mystery Trunks for fans to discover.

Funko, Ryan’s World, and MoMA among first Licensing Leadership Summit speakers confirmed

The first speakers for this year’s new-format Licensing Leadership Summit have been confirmed, with representatives from the Museum of Modern Art, Funko, Ryan’s World and more on the bill for the virtual event. The summit will be the closing event of this year’s all-virtual Festival of Licensing and will take place on October 28th and 29th 2020.

The summit is the only virtual conference to unite C-level executives from the world’s largest players across manufacturing, retail and brands to discuss, debate and collaborate on the future of brand licensing. It will take place in the last week of the four-week Festival of Licensing virtual event taking place throughout October.

Drawing from modern art and youth culture to tackle top brand licensing trends and topics such as TikTok, eSports and gaming, to evergreens like museum licensing, early Licensing Leadership Summit speakers will include:

Robin Sayetta, Museum of Modern Art (MoMA) – Different by Design: MoMA’s Modern Approach to Museum Licensing

Lauren Winarski, Funko –I Want it Now!: Using the Fan to Expand Distribution

Stone Newman,, and Shion Kaji, Ryan’s World – Influencers: Are they Delivering on their Brand Promise?

Chris Petrovic, Zynga – How Games Ate the Licensing World

Maca Rotter, Panaderia – Esports: The Hottest New Licensing Category

Greg Goodfried, UTA – Session on TikTok

Sid Kaufman, UTA, and Stevin John (Blippi), YouTube star – Digital Talent: The Future

Max Luthy, Trendwatching – Finding Opportunity in the Overwhelm: Key Trends in Consumerism

Connie Chang, C-Life Group, and Tonya Kirby, Retro Brands – What Do Licensees Want?

The Global Licensing Group at Informa Markets, the organisation behind Licensing Leadership Summit and Festival of Licensing, is calling for additional speakers now and are asked to visit Call For Papers to submit for topics or speaking opportunities.

Amanda Cioletti, event and content director, Global Licensing Group, Informa Markets, said: “As with everything, if you look in the right places, there is always a silver lining. Transitioning Licensing Leadership Summit online and bringing live broadcast content to our attendees means our event is now more accessible than ever to a truly global C-suite audience, which means more diversity of speakers, more opportunities to connect and richer content on offer. We are excited for our speakers and content to reflect a world vision of the future of the brand licensing industry.”

Anna Knight, vice president, Global Licensing Group, Informa Markets, added: “The Licensing Leadership Summit will bring together leaders and decision makers from around the world with the experience, expertise and influence to shape the future of the industry. They will analyze the huge, world-changing events of 2020 including, of course, the impact of COVID-19, and draw on key learnings from the previous three weeks of Festival of Licensing to drive strategic direction for this sector in 2021.

“It is an unmissable two-day event for all senior leaders working directly or indirectly with the licensing industry to play a critical role in ensuring this sector is fighting fit for a future beyond the pandemic.”

Delegate information can be found at

Gaming and YouTube properties fuel growth in demand for licensing in the toy space, says Kids Insights’ Global Toys and Games Report

The rise of YouTube and gaming properties, spanning the likes of Minecraft, Fortnite, Sonic, and Ryan’s World have fuelled a growth in demand for licensed properties across the children’s toys and games space over the course of the last 12 months, according to findings of Kids Insights’ first Global Toys and Games Report 2020.

The same report has underlined a number of key highlights from the children’s space, including a universal rise in awareness around sustainability, as well as the role that analogue gaming has to play in children’s and family wellbeing. The findings are all part of the first in a series of industry-spanning reports from Kids Insights.

The Global Toys and Games Report 2020 is the first in a series of studies focusing on the macroeconomics shaping toys, industry trends, and developments in advertising and marketing today.

Among the key findings of the report – the first in a series of reports from Kids Insights (a research organisation that surveys some 105,000 children a year across across Europe and India) – is up to the minute insight on topics spanning wellbeing, sustainability, demand for licensing, and consumer spend.

The initial report has found that today’s children are finding greater financial empowerment and in the US, kids are receiving $3.76bn a year to spend as they wish, with a growing number utilising Debit cards. With that greater means of spend, children are being faced with greater choice when it comes to how they spend their money.

Kids Insights has found that children now spend £581 million on in-experience purchasing, such as Apps and In Game Purchasing, compared to spending £969 million on toys and games.

In the UK, over one third of kids aged six to nine play with classic board games such as Monopoly, Guess Who, and Jenga monthly, while the team’s data shows a positive link between playing board games and positive wellbeing. According to Kids Insights, tweens who play board games as a hobby reported feeling frequently happy 51 per cent more than average. Similarly, they feel anxious at a lower rate.

Meanwhile, the report has also highlighted the growing importance of sustainability, underlining that as families become more eco-centric, brands need to have more focus on their sustainability strategy as this becomes a more important purchasing decision factor.

Other findings include the impact of Generation Speak, as well as the growth in demand for licensed properties, driven by a significant increase in gaming and YouTube properties, with the likes of Minecraft, Fortnite, Sonic, Ryan’s World, and Jojo Siwa performing the strongest over the last 12 months.

Utku Tansel LLB, MBA head of global industry reports, Kids Insights, said: “I have been working in this industry for 12 years and in my career, I have not witnessed such speed of change.

“The industry is increasingly embracing sustainability and inclusivity while AR and AI push limits on innovation-driven largely by ever-rising smart phone/tablet penetration among children.

“Our study takes readers to an exciting journey shaped by key developments and opportunities showcased in new world order.”

To enquire for a full copy of Kids Insights’ Global Toy & Games Report 2020, click on this link.


To purchase a full copy of Kids Insights’ Global Toy & Games Report 2020, click on this link.