JoJo Siwa: A Branding Juggernaut Celebrates Sweet Success

How Viacom Nickelodeon Consumer Products has helped build a licensing empire for a teen sensation.
Bibi Wardak

April 22, 2019

JoJo Siwa: A Branding Juggernaut Celebrates Sweet Success

Nickelodeon star JoJo Siwa unequivocally ranks among the upper echelon of top young social influencers who have built ironclad brands that are exploding in popularity. The singer, actress, dancer and vlogger has amassed a YouTube following of more than 9 million, becoming an institution in the tween and teen entertainment space.

With such massive global reach and an army of "Siwanatorz" in tow, the licensing opportunities for Siwa are limitless.

As Siwa gears up to celebrate her milestone Sweet 16 birthday in May, she and Nickelodeon have thoughtfully planned a bounty of events, surprises, product launches and licensing partnerships that will further expand Siwa's brand as it evolves and grows right along with her.

"The last few years have been an incredible ride with Nickelodeon," says Siwa. "From my music videos to performances around the world to all the consumer products, I love being able to connect with my fans. This year is so exciting for me because not only is it my 16th birthday,

but I am going on my first nationwide tour. It's a dream to be able to travel to more than 50 cities and do what I love. I think it will be like having a really long birthday party across six or seven months!"

Siwa is not merely a passive passenger on this remarkable professional journey she's taking. She works intimately with Nickelodeon on the creative process of product development to ensure an authentic brand extension across all product categories...

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