YouTube superstars Vlad and Niki are coming to a toy aisle near you.

License Global

September 14, 2020

2 Min Read

Playmates Toys has signed a worldwide master toy merchandising agreement with sibling global YouTube superstars Vlad and Niki. 

The Playmates Toys product line for “Vlad & Niki” launches summer 2021 and will include action figures, standard and deluxe vehicles, bundled sets, role-play gear and indoor/outdoor accessories. The international agreement was negotiated by Retail Monster and Haven Global.  

“Vlad and Niki have such a relatable ‘brotherly’ dynamic, and it’s wonderful how the entire family is involved,” says Karl Aaronian, senior vice president, marketing and development, Playmates Toys. “There’s nothing else like them on YouTube! Their incredible adventures will help Playmates expand our growing preschool business, with fun themes and toys that will appeal to Vlad and Niki’s huge fan base, from interactive figures and vehicles to Rocket Ship environments.” 

Brothers Vlad and Niki Vashketov are the stars of “Vlad & Niki,” which captures more than five billion monthly views. Launched in 2018 by Content Media Group, the “Vlad & Niki” preschool channel is featured on 16 channels in 13 languages over the Google subsidiary online video-sharing platform. Overall, the channel has amassed 120 million subscribers worldwide, over 52 million subscribers to the English-channel and over 56 billion overall views.  

“Haven’s product development team enjoyed collaborating with the Playmates executives to create out-of-the box ideas to delight the "Vlad & Niki" audience,” says Tom Punch, managing director, Haven Global.

Currently the highest rated boys channel streaming on YouTube, the daily adventures of “Vlad & Niki” are brought to life with animation, artistic special effects, superhero narrative, toy play and catchy songs, which will all be incorporated into the Playmates Toys product line.

"Playmates Toys not only knows the licensed, kids’ space but has the bandwidth as a company to be innovative in its approach, ultimately providing a great customer experience," says Michael Connolly, founder, Retail Monster.  

Retail Monster will be an exhibitor at this year's Festival of Licensing. To see what they and many others have to offer, register now!

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like