The YouTube tots, Vlad & Niki, are moving into the fashion category.

License Global

November 25, 2020

2 Min Read

Vlad and Niki Vashketov are expanding their universe by joining forces with Entertainment Retail Enterprises and Evode Group to bring exclusive fashion and branded merchandise to preschoolers and their families.

ERE will handle “Vlad & Niki” branded products in the North American market while Evode Group will take the lead on international territories such as Europe, Asia and Australia for ecommerce sales and fulfilment rights.  

“We know that most kids would prefer to wear collections inspired by their favorite YouTube stars,” says Michael Connolly, founder, Retail Monster. “The ERE range of products will be a lifestyle line of fun and trend-right apparel that children would be proud to wear, so they can be like Vlad and Niki. ERE’s best-in-class design and product executions will provide a turn-key e-commerce destination for these YouTube phenomes.”

The fastest growing kidfluencer on YouTube, “Vlad & Niki” captures more than five billion monthly views on 16 channels in 13 languages with more than 120 million subscribers worldwide and over 58 million subscribers to the duo’s English channel.    

The ERE partnership was formed with the help of Retail Monster who brokered the deal between ERE and the “Vlad & Niki” global licensing agent, Australia-based Haven Global. ERE will work hand-in-hand with the “Vlad & Niki” property to design and create new branded merchandise inspired by the personalities of Vlad and Niki and their programming brand themes of creativity, imagination, discovery, adventure and more.  

ERE is a company that specializes in partnering with brands to design and distribute on-trend products to the retail market. Their brand partners include Legendary Whitetails, Krispy Kreme and M&M’s Mars.

“ERE believes going direct to the ‘Vlad & Niki’ fan base with fun fashion is especially important,” says Tina Calvo, chief executive officer, ERE. “We are excited to join the ‘Vlad & Niki’ team to expand their brand in the North American market.  We believe building a strong relationship directly with the fan base through the community website is key to long-term engagement and the success of retail.”

The site is a fully immersive “Vlad & Niki” experience where consumers will be able to watch videos, play games and purchase exclusive merchandise including apparel, accessories, drinkware and home goods.

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Vlad and Niki

About the Author(s)

License Global

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