IMG to Rep YouTube Star Like Nastya

Anastasia Radzinskaya, the six-year-old YouTube sensation who vlogs under the name Like Nastya, has signed IMG for representation to uncover opportunities for licensed consumer products for her global fan base.

As her first exclusive global licensing representative, IMG will work with Radzinskaya and her family to explore licensed product opportunities including toys, apparel, accessories, homeware, food and beverage and more. 

“We are pleased to be working with IMG to develop products that will provide new ways for Anastasia’s millions of viewers around the world to engage with her vibrant personality, stories and content,” says Eyal Baumel, chief executive officer, Yoola, who manages Radzinskaya’s career. “IMG has an established reputation for its best-in-class work with many of the world’s most-recognized brands and personalities, and we see this partnership as an integral step in taking ‘Like Nastya’ to the next level.” 

Born in Russia in 2014, Anastasia was diagnosed with cerebral palsy. In 2016, her parents started sharing YouTube posts of her engaging in regular activities to show loved ones the progress she was making. With several videos going viral and her condition improving significantly, she now vlogs with her father and has 120 million subscribers across several YouTube channels including Like Nastya, Like Nastya Show, Like Nastya Vlog and Like Nastya PRT.

 “‘Like Nastya’ has become a worldwide phenomenon with fan bases in the U.S., Germany, Brazil, Russia and India, just to name a few,” says Gary Krakower, vice president, licensing, IMG. “Our focus will be on products that highlight and embody the spirit of her educational, playful and colorful YouTube content, which we hope will inspire children to embrace their curiosity and explore the world around them. We can’t wait to bring the ‘Like Nastya’ brand to her millions of fans in engaging new ways.”