ZURU Inks Partnership with YouTube Stars Vlad and Niki

Vlad and Niki are the latest YouTube stars to get a toy deal.

ZURU inked a deal through Haven Global to develop Vlad and Niki toys across several categories. The 7- and 4-year-old brothers have racked up more than 90 million subscribers in 12 languages across 15 channels. Since the launch of their English-language channel last year, Vlad and Niki quickly amassed 39 million subscribers and have since scored more than 19 billion views on that channel alone.

“With the escalating rise in content viewership, I’m extremely excited to have formed a licensing partnership with the children sensations Vlad & Niki,“ says ZURU Chief Operating Officer Anna Mowbray. “This engaging and dynamic brother duo, combined with ZURU’s world-class expertise in product design and distribution will undoubtedly lead to a phenomenal line.”

The first wave of toys is expected to hit retail next year.

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.