Joyin Inc., a leading designer and manufacturer of toys, costumes, novelty gifts, and seasonal décor today announced new licensing deals with YouTube star Like Nastya, with the assistance of The Brand Liaison.
At nearly 89 million subscribers, eight-year-old Anastasia (Nastya) Radzinskaya, known as Like Nastya, currently has nearly 72 billion total video views. The partnership, brokered by Like Nastya’s licensing representative IMG, will see Joyin Inc. create inflatable pool toys, sprinklers, and non-inflatable outdoor toys for the YouTube sensation’s millions of fans;
“We are very proud of the roster of new licensing deals we have secured,” says Lucian Zhang, CEO of Joyin Inc. “Based on production capabilities and our sales and distribution, we believe each of these brands compliments our product matrix and will lead to exponential growth both online and at brick-and-mortar.”
Established in 2015, Joyin Inc. has grown to become one of the fastest-growing manufacturers of novelty toys, party supplies, and seasonal home décor products, which is sold under multiple brands including Joyin, the fun toys & party brand;Joiedomi, the home products division;Spooktacular Creations, a successful costume line, and Sloosh, which produces water inflatables and toys for summer.
Currently, the company manufactures and distributes over 8000 products and releases over 2000 new products every year. In 2017, Joyin Inc. hit a milestone of over one million units sold, with the company quickly increasing its sales to over six million units sold, in 2021 alone.
“This is one of the most underrated companies in the novelty space,” states Steven Heller, president of The Brand Liaison. “When we saw what they were doing in costumes, inflatables, outdoor toys and décor, we knew that they would be perfect for partnering with top-tier licensed properties.”
Van Kokeh, Vice President of Licensing at IMG, commented: “This new Joyin Inc. inflatables collection reflects the fun, playful spirit of Like Nastya’s YouTube content and provides Anastasia’s millions of fans with new ways to engage with their favorite YouTube star, who they view not only as a role model but as a friend.”
With these new partnerships, Joyin Inc. will bring the same level of quality products at affordable prices from its e-commerce business and to brick and mortar retailers –calling on retailers such as Walmart, Target, Spirit, and more.
The Brand Liaison continues to seek new licensing partners for Joyin Inc. products.