Kids Preferred is on board for wooden toys including trains, puzzles and puzzles that are scheduled to launch this fall.
Ryan’s World will expand its presence in the party, social expressions and seasonal goods
Zak Designs will launch themed home product such as dinnerware, water bottle and other items in the spring.
Accessory Innovations, Komar Kids, High Point, Handcraft, Fun World, Sun-Staches, Idea Nuova, Far Out Toys, and Walmart will also roll out lines of Ryan's World apparel, Halloween, Back To School, home, accessories, seasonal toys and wheel goods.
The Ryan's World brand was created in partnership with YouTube star Ryan ToysReview.
sat down with Stone Newman, chief revenue officer, Pocket.watch to discuss the expansion.
What does the success of Ryan’s World tell us about the state of the toy industry?
The toy business will always make room for mass representations of original films, TV content and content from a streaming service. We’re not saying that will go away, but what we are saying is that there is a new kind of content that kids relate to on a different level.
What children experience when they watch creators like Ryan is no different than someone who has an affinity for tennis and has stayed up during the past few weeks to watch the Australian open; or a foodie who tunes into the Food Network. Children have an affinity for play. Our creators tap into that and form a connection that is unique and deeply rooted, perhaps more than any other media property.
How has the Ryan’s World licensing program grown since its launch?
This announcement shows that these YouTube creators can, with the right partners, be turned into massive global lifestyle brands. When we began, we were working with great but small with relatively unknown licensees. Walmart was on board as a risk taker.
In the last 6 months, we’ve established ourselves at retail and customers have voted for us with their wallets. We went from convincing people to see our vision on year ago to now, having to interested parties away with a stick.
From the day that we set this business up, there was this belief that there was a seismic shift taking place in the children’s entertainment business. Pocket.watch was a new medium that understood the new way that children were absorbing content. This is the ultimate validation of our vision.
Can we look forward to similar programs for other Pocket.watch creators?
We have always said that Ryan was the tip of the spear. In 2019 you are going to see amazing launches for both Hobby Kids and “The Tubes” (EvanTubeHD and JIllianTubeHD). Those programs will launch in the latter half of this year and will be strategic. Our vision dictates that any creator into the portfolio is a creator who we can build products for from bedroom to backyard.
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