By Allison Watkinson
Joyin Inc., with the assistance of The Brand Liaison, has partnered with the YouTube star Like Nastya for an expansive consumer products line.
The partnership, brokered by Like Nastya’s licensing representative IMG, will tap Joyin Inc. to create a licensed line of inflatable pool toys, sprinklers, and non-inflatable outdoor toys for the Like Nastya brand.
At close to 89 million subscribers, eight-year-old Anastasia Radzinskaya, known as Like Nastya, is a YouTube sensation whose videos focus on family, play, and creativity.
“This new Joyin Inc. inflatables collection reflects the fun, playful spirit of Like Nastya’s YouTube content and provides Anastasia’s millions of fans with new ways to engage with their favorite YouTube star, who they view not only as a role model but as a friend,” said Van Kokeh, Vice President of Licensing at IMG.
Established in 2015, Joyin Inc. has grown to become one of the fastest-growing manufacturers of novelty toys, party supplies, and seasonal home décor products.
The products are sold under multiple brands including Joyin, the fun toys & party brand; Joiedomi, the home products division; Spooktacular Creations, a successful costume line, and Sloosh, which produces water inflatables and toys.
“We are very proud of the roster of new licensing deals we have secured,” says Lucian Zhang, CEO of Joyin Inc. “Based on production capabilities and our sales and distribution, we believe each of these brands compliments our product matrix and will lead to exponential growth both online and at brick-and-mortar.”
Currently, the company manufactures and distributes over 8,000 products and releases over 2,000 new products every year. In 2021, the company increased its sales to over six million units sold.
With this new partnership, Joyin Inc. promises to delivery quality products at affordable prices from its e-commerce business and at brick and mortar retailers such as Walmart, Target, Spirit, and more.
“This is one of the most underrated companies in the novelty space,” states Steven Heller, president of The Brand Liaison. “When we saw what they were doing in costumes, inflatables, outdoor toys and décor, we knew that they would be perfect for partnering with top-tier licensed properties.”
Representing both brand owners and licensees, The Brand Liaison is a leading licensing agency that creates new revenue streams through licensing, collaborations, and strategic retail partnerships.
The Brand Liaison continues to seek new licensing partners for Joyin Inc. products.