TikTok is taking over the toy aisle and social media star Addison Rae is getting in on the action. Rae is the third most-followed account on TikTok with more than 88 million followers and 5.7 billion likes. The 21-year-old also dominates YouTube, Instagram, and Twitter, with more than 100 million followers across social media. Now she’s joining forces with Bonkers Toys to release her first toy line in a deal brokered by IMG.
The collection will include fashion dolls styled after some Rae’s own looks, a doll that plays pop music with creator-inspired accessories, fashion packs, plush toys, mystery blind bags, and an ultimate surprise fashion doll set that will be kept under wraps until later this year. Each package will include QR codes that kids can scan to activate a personal message from Rae encouraging body positivity and female entrepreneurship.
The Addison Rae toy line will be available to preorder this week at walmart.com. The line will expand to Walmart stores, Amazon, and other U.S. retailers next month, as well as Smyth’s in the UK and Kmart in Australia.
In addition, Rae will step into the role of Chief Fun Officer of Bonkers Toys to put her expertise in style, design, and social media marketing on display. Bonkers Toys and Rae will also support the nonprofit Girls Inc., to help further inspire all girls to be strong, smart, and bold in everything they do.
“Working with Addison Rae and her team has been a thrill for us at Bonkers Toys,” Bonkers Toys President and CEO Brian Bonnett said in a statement. “We have been inspired by all of the positivity she shares with her fans and can’t wait to bring the toys to retail.”
Rae is represented by WME, Ocean Avenue, The Lede Company, and Nixon Peabody. Some of her other endeavors include releasing a single, launching a clean cosmetics company and a fragrance line, and starring in the Netflix comedy He’s All That — the first studio film to star a person who became famous through social media. Rae has since signed a multi-picture deal with Netflix.
This is not Bonkers Toys’ first collaboration with social media stars and influencers. Bonkers was ahead of its time as the first licensee for Ryan’s World, and also works with Aphmau, LankyBox, FGTeeV, Braille Skateboarding, Trinity & Beyond, and slither.io.
