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Nelvana Partnering With Canadian Influencers

The content company Nelvana says it’s teamed up with Kin Community Canada to bring global licensing deals to two top content creators from Kin’s roster.

Under the agreement Nelvana will be securing global distribution and licensing deals for bestselling cookbook author and esteemed vegan chef Lauren Toyota, focusing on indulgent and accessible vegan packaged foods; and home décor expert Alexandra Gater, focusing on stylish and affordable home décor and accessories for her millennial followers.

Mellany Masterson, Head of Nelvana Enterprises, says the move is the beginning of a new strategy for the company.

“This marks an exciting chapter for Nelvana as we venture into lifestyle licensing and merchandising,” said Masterson. “Working with Kin, both Lauren and Alexandra have established engaging personal brands with loyal followings and we are looking forward to helping them continue to grow by connecting with their audiences in new ways.”

Nelvana is stepping into the influencer space, with a licensing deal for Canadian influencers like designer Alexandra Gater and vegan chef Lauren Toyota.

Nelvana is a subsidiary of Canadian-owned Corus Entertainment, one of the country’s largest content conglomerates. The company’s portfolio of multimedia offerings encompass 33 specialty television services, 39 radio stations, 15 conventional television stations, a suite of digital and streaming assets, animation software, technology and media services.

Corus also acquired Kin Community Canada in early 2019. Kin are experts in influencer marketing and social media strategy and represent many of Canada’s top lifestyle creators including The Domestic Geek (2.3+ million), DIY Mommy (1.2+ million), hot for food (825K), and Alexandra Gater (516.5K).

Dervla Kelly, a Senior Vice President of Corus Entertainment, says the company is throwing its weight behind talented creators like Toyota and Gater.

“Kin’s goal is to help Creators develop their brands both online and offline by facilitating authentic partnerships, and by tapping into Nelvana’s deep licensing and merchandising expertise we are bringing our Creators’ dream collaborations to life,” said Kelly. “These licensing and merchandising programs not only deliver products audiences will love, but also add another layer to our Creator’s brands while providing an additional revenue stream.”

Lauren Toyota was named “North America’s favourite vegan queen” by IMPACT Magazine. With two bestselling cookbooks and more than 1 million loyal followers, Toyota’s goal is to create a line of accessible vegan comfort food that will appeal to both vegans and non-vegans alike.

Alexandra Gater is a YouTube creator, digital host and producer, passionate about sharing stylish, customized and affordable home décor. Nelvana says the first campaign for Gater will launch Fall/Winter 2021 online globally, with homeware products inspired by her signature style, blended with functional and affordable features to transform any living space into a beautiful home.

For licensing opportunities, email nelvanalicensing@corusent.com.

Special Report: The Rise of the Virtual Influencer

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