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Youtube Star ‘Like Nastya’ Expands Fan Engagement Programs with Launch of First-Ever NFT Collection and Toy Line

Youtube Star ‘Like Nastya’ Expands Fan Engagement Programs with Launch of First-Ever NFT Collection and Toy Line, Target, Amazon & Claire’s to feature toy range and a portion of NFT sales to benefit Cerebral Palsy Foundation

Joining forces with toy powerhouse Jazwares and Gary Vaynerchuk, and his emerging metaverse company VaynerNFT, 7-year-old social media sensation launches a dual program to connect more deeply with her 220M subscribers

NEW YORK, NY, AUGUST 24, 2021 - Like Nastya today announced the Fall launch of her first-ever toy line designed by Jazwares, a leading toy manufacturer, in a partnership brokered by IMG, and an NFT collection with Gary Vaynerchuk’s VaynerNFT hitting the market today.

The seven-year-old YouTube star’s toy line and NFT collection represents the expansion of Nastya’s universe where Nastya and her parents play, learn, sing, explore and share their life experiences on social media. Every day, millions of kids and families from all over the world join Nastya to explore her world and learn about songs, numbers, nature, colors, shapes, animals, the importance of eating healthily, being a good friend, and much more. Nastya has over 220 million subscribers on YouTube, 5 million followers on TikTok, and a thriving Instagram channel.

Nastya, who at birth was diagnosed with cerebral palsy, which inspired her first YouTube video and has since significantly improved, and her family will be donating a portion of proceeds from her NFT collection to the Cerebral Palsy Foundation.

Eyal Baumel, CEO of Yoola and Nastya’s manager, said: “Millions of kids and families around the world embrace Nastya as a friend and role model, and we are excited to expand Nastya’s universe into the physical world with the new toy line, and in the metaverse with our unique NFT program. This will allow Nastya’s community to own a collectible memory of Nastya, but to also use some of the unique utility NFTs to engage with her in the most special ways, including birthday greetings, connecting on social media, shoutouts, and even a live video call.”

“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,” said Laura Zebersky, President of Jazwares.

The toy line, created to appeal to girls ages 4 to 6 years old, features Nastya’s Fancy Princess Surprise Doll, an 8-inch doll in the likeness of Nastya and it includes 50 unique surprises such as outfits, wear-and-share accessories, and lots more. Other toys in the line include themed Nastya 8-inch dolls such as Sleepy Time, Princess and Rock Star, 12 distinctive 3-inch Collectible Figures, a Nastya Bedroom Playset, plush toys and headbands. The toys will range in price from $4.99 to $39.99 and will be available in the US and UK at retailers including Target, Amazon, and Claire’s starting this Fall, before being released worldwide in different drops through spring 2022.


Nastya’s NFT collection, the first of its kind, presents an innovative way for Nastya to engage with her massive community; and capitalize on the hyper-growth NFT market. With multiple tiered price points, and plenty of surprise and delight activities, “Nastya’s Originals' collection is designed to bring a smile to the face of her fans, and extend the thriving Like Nastya community into the metaverse. The tiered program includes an unlimited ‘Nastya for All’ token (available during launch week only), a “Special” tier of social engagement tokens, and a Super Rare 1 of 1 Token, enabling a special session with the star herself. Beyond the initial launch drop, there will be surprise giveaways for most engaged fans, including toys from her new Jazwares line. Nastya’s Originals, created in collaboration with Gary Vaynerchuk’s VaynerNFT, officially drops August 24th on Bitski platform.


“There are very few people on earth that have ever amassed an audience the size of Nastya and we are thrilled to work with her and her family”, said Gary Vaynerchuk, CEO of VaynerNFT, who recently launched his own successful VeeFriends project in May, 2021. “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.”

Van Kokeh, Associate VP, Licensing, IMG, added: “Nastya’s engaging content, reach and musical talent allows us to expand her licensing program across all key areas and categories. Our unique strategy to launch her toy program with Jazwares, alongside her first NFTs, is just the start of the incredible program we have planned for the long-term growth of the Like Nastya brand globally.”

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