Seasoned businessperson and entrepreneur Caryn Sterling met JoJo Siwa in 2015, then a child star best known for her fledgling YouTube channel and cast role in the reality series, “Dance Moms.” Ever the businessperson, Sterling realized Siwa’s infectious personality triple-threat talents could be leveraged into business opportunities beyond reality TV. Sterling arrived with deep experience and a wide breadth of relationships, which gave her an upper hand against other celebrity managers vying to work with Siwa.
“I had a very well-versed background in consumer products licensing,” says Sterling. “I had a very healthy brick-and-mortar business and was a Disney consumer products licensee. I was also a vendor for their
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