‘Like Nastya’ partners with IMG to launch licensed products worldwide

IMG has partnered with the six-year-old YouTube sensation to develop a line of licensed consumer products

Written by Georgie Dobie

Posted 07.05.2020 | Consumer Product

‘Like Nastya’ partners with IMG to launch licensed products worldwide thumbnail

Anastasia Radzinskaya, the six-year old YouTube sensation who vlogs under the name ‘Like Nastya’, has partnered with IMG to develop a line of licensed consumer products for her global fanbase. Ranked third on Forbes’ list of the highest grossing YouTube channels with more than 3.3bn monthly views and almost $20m in annual advertising revenue, the internet star is managed by Eyal Baumel from Yoola, and represented by WME, part of the Endeavor network alongside IMG.

Born in Russia in 2014, Anastasia was diagnosed with cerebral palsy. In 2016, her parents started sharing YouTube posts of her engaging in regular activities to show loved ones the progress she was making. With several videos going viral and her condition improving significantly, she now vlogs with her Dad and has 120m subscribers across several YouTube channels: Like Nastya, Like Nastya Show, Like Nastya Vlog, and Like Nastya PRT. 

As her first exclusive global licensing representative, IMG will work with Anastasia and her family to explore licensed product opportunities including toys, apparel, accessories, homeware, food and beverage and more.

Eyal Baumel, CEO at Yoola said: “We are pleased to be working with IMG to develop products that will provide new ways for Anastasia’s millions of viewers around the world to engage with her vibrant personality, stories and content. IMG has an established reputation for its best-in-class work with many of the world’s most-recognized brands and personalities, and we see this partnership as an integral step in taking ‘Like Nastya’ to the next level.”

Gary Krakower, Vice President of Licensing, IMG, said: “‘Like Nastya’ has become a worldwide phenomenon with fan bases in the US, Germany, Brazil, Russia and India, just to name a few. Our focus will be on products that highlight and embody the spirit of her educational, playful and colourful 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 speaks four languages (Russian, English, Spanish and Mandarin) and produces local language content across all her channels.

For more information on licensing opportunities visit www.imglicensing.com.


Mondo TV inks major MeteoHeroes deal with Pea & Promoplast thumbnail

Mondo TV inks major MeteoHeroes deal with Pea & Promoplast

Pocket money toys range available from autumn at multiple outlets

NASA releases new mission patch celebrating the successful launch of the SpaceX rocket thumbnail

NASA releases new mission patch celebrating the successful launch of the SpaceX rocket

The DM-2 mission patch along with amazing SpaceX mission photography, is now available as part of the international Space Archives ...

Brands can now take advantage of Snapchat’s global rollout of Dynamic Product Ads thumbnail

Brands can now take advantage of Snapchat’s global rollout of Dynamic Product Ads

Early users of Snap’s DPAs include adidas, Farfetch and Topshop

Press Releases

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year