TheSoul Publishing names Retail Monster as U.S. licensing agent for 5-Minute Crafts

Published on: 24th May 2022

Award-winning global digital studio TheSoul Publishing has announced a partnership with brand extension specialist Retail Monster, to develop licensing and retail programmes around its flagship franchise, 5-Minute Crafts.

Known around the globe for its positive, fun and quirky crafts, 5-Minute Crafts is the world’s top DIY brand and the only channel to consistently rank among the top 10 on both YouTube and Facebook. Igniting a creative spark on a daily basis by offering viewers clever solutions to everyday problems, 5-Minute Crafts boasts an audience of 350M+ YouTube combined subscribers, 300M+ Facebook combined followers, 55M+ Instagram subscribers and 25M+ TikTok combined followers.

“As TheSoul Publishing premieres at Licensing Expo for the first time ever, we are incredibly excited to announce our collaboration with Retail Monster, a leader in the consumer product space. They continuously elevate brands with compelling retail and licensing opportunities, and we know they will bring an innovative and fun approach to our flagship brand, 5-Minute Crafts,” says Ines Pacheco, Director of Licensing at TheSoul Publishing. “With successful touch points to our audience already established through digital and streaming video, podcasting, music and more, licensing programmes will now further connect TheSoul to our fans and develop our suite of brands into household names.”

“We are thrilled to be working in partnership with TheSoul Publishing on their immensely popular brand 5-Minute Crafts,” says Michael Connolly, Founder of Retail Monster LLC. “There is an incredible opportunity to connect with U.S. consumers at retail by creating compelling and tangible products which replicate the fun DIY experience of this brand.”

Known as the “powerhouse of positivity”, TheSoul Publishing is diving into the merchandising world as it opens its doors to opportunity at the 2022 Las Vegas Licensing Expo. With over one billion followers and subscribers across social media, the digital studio will be exploring potential licensing partnerships around the studio’s brand portfolio including 5-Minute Crafts, 123 GO!, Baby Zoo, Avocado Couple, La La Life, Polar and more.

TheSoul Publishing has garnered numerous accolades including the ‘Digital Studio of the Year’ at the 2021 Digiday Video & TV Awards, a 2021 Drum Award win, a 2021 Webby Award nomination for 5-Minute Crafts, seven Shorty Award nominations, a pair of 2022 Digiday Video & TV Award nominations including ‘Best Use of YouTube’, and a 2022 Webby Honoree for ‘Best Overall Social Presence in Media/Entertainment’.

For further information about TheSoul Publishing visit the website.


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