Source: It’s a Southern Thing/The Toy Book

The media channel and lifestyle brand It’s a Southern Thing celebrates the unique experience of the South and its expansion of products might just be more refreshing than sweet tea.

A division of Red Clay Media, which is part of Advance (Conde Nast, Vanity Fair, GQ, etc.), the brand has had more than 100 million views across its channels since mid-March and recently gained 200,000 more subscribers on YouTube, Facebook, Instagram, and TikTok.

New to Target this week, — thanks to a deal with Excell Marketing— Just Like Mama Used to Say is a phrase-making card game that the entire family can play. Players compete to make the “most Southern” and often most hilarious sayings by pairing one of the 100 action cards with one of the 400 phrase maker cards.

For kids, It’s a Southern Thing: Y is for Y’all takes the classic ABC format of children’s books and celebrates phrases kids often hear growing up in the South. Alabama journalist Kelly Kazek writes words and poems from Southern Culture and Michelle Hazelwood Hyde accompanies them with bright illustrations of a diverse group of kids. It’s the first book in a planned series and is already available on It’s a Southern Thing’s website, and will roll into major retailers in the fall.

It’s a Southern Thing also continues to expand its products in the home goods, apparel, publishing, pet products, and gifts and accessories categories.