IMG to Develop Licensing Program for YouTube Star ‘Like Nastya’

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.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.