The empire of 7-year-old YouTube sensation Anastasia Radzinskaya — aka Like Nastya — just got bigger.
In a partnership brokered by IMG, Like Nastya will come to toy aisles this fall with a full range of toys designed by Jazwares, the company behind Squishmallows, AEW action figures, and Pokémon toys. Additionally, Nastya has a full collection of NFTs created in partnership with Gary Vaynerchuk’s VaynerNFT that hit the digital market via the Bitski platform today.
Nastya, who was diagnosed with cerebral palsy at birth, speaks four languages (Russian, English, Spanish, and Mandarin) and produces local language content across multiple Like Nastya channels. Portions of the proceeds from her NFT collection will benefit the Cerebral Palsy Foundation.
“Based on Nastya’s unbelievable success as a young content creator and role model, imaginative play is the focus in our toy line so we are bringing to life and extending Nastya’s colorful adventures and positive messages,” says Jazwares President Laura Zebersky.
Designed for kids ages 4-6, the Like Nastya toy collection features the 8-inch Nastya’s Fancy Princess Surprise Doll with 50 unique surprises; 8-inch Sleepy Time, Princess, and Rock Star dolls; a dozen 3-inch Collectible Figures; a Nastya Bedroom Playset, plush toys, and headbands. The toys will be available in the U.S. and UK this fall, at retailers including Amazon, Claire’s, Target, and Walmart. Additional toys will roll out globally through next spring.
Nastya’s growing audience includes more than 220 million subscribers on YouTube, 5 million followers on TikTok, and a growing Instagram channel with more than 345,000 followers.
“There are very few people on Earth that have ever amassed an audience the size of Nastya,” says Vaynerchuk. “The fact that her circle is thoughtfully thinking about how to bring her audience value through an NFT project instead of trying to make a quick buck is exactly why we wanted to work with them and is exactly the way that VaynerNFT wants to structure projects.”
The Nastya NFT collection features multiple, tiered price points, and tokens of various levels of rarity. A super-rare, 1:1 token will grant its owner a special video session with Nastya. Future drops will include tokens with surprise giveaways, including items from her Jazwares toy collection.
