Anastasia Radzinskaya is the latest YouTuber to score big on the licensing front.
The 6-year-old’s Like Nastya channel boasts more than 3.3 billion monthly views and pulls in more than $20 million in annual advertising revenue, ranking third on Forbes’ list of the highest-grossing YouTube channels. Now, IMG will work to develop a full line of licensed consumer products based on her growing brand. Planned extensions include toys, apparel, accessories, housewares, food and beverage, and more.
“Like Nastya has become a worldwide phenomenon with fan bases in the U.S., Germany, Brazil, Russia, and India, just to name a few,” says Gary Krakower, vice president of licensing, IMG. “Our focus will be on products that highlight and embody the spirit of her educational, playful, and colorful YouTube content, which we hope will inspire children to embrace their curiosity and explore the world around them. We can’t wait to bring the Like Nastya brand to her millions of fans in engaging new ways.”
Anastasia, who was diagnosed with cerebral palsy, speaks four languages (Russian, English, Spanish, and Mandarin) and produces local language content across four distinct Like Nastya channels.
Radzinskaya is managed by Yoola’s Eyal Baumel and is repped by WME, part of the Endeavor network alongside IMG.