Egmont Publishing has recently released a “Ryan’s World”-themed magazine.

Ryan Kaji is the 8-year old star of the Ryan’s World YouTube channel, which attracts 75 million views a month in the U.K. alone, and in roughly more than four years has amassed more than 22 million subscribers.

The publication based on the young YouTube star has exceeded sales expectations, selling 49,000 copies, with the second surpassing the launch with 52,000 copies sold.

In the last two years, only three other new launches have sold more than 30,000 copies in the U.K.’s fast-moving children’s sector. The popularity of issue No. 1 of Ryan’s World Magazine grants the title the accolade of being the U.K.’s biggest children’s magazine launch of 2019 and the most successful preschool launch of the last three years.

“In a market that is 7 percent down year-over-year in terms of volume, Egmont, Pocket.watch and Sunlight Entertainment are defying magazine publishing trends,” says Laura Adnitt, magazines publishing director, Egmont. “Our strategy of always delivering quality, trend-led products, is truly shaking up the market, while giving our young readers exactly what they want, and allowing them into a world of adventures with Ryan!”

In addition to the magazine, the “Ryan’s World” brand extends into toys, homewares and apparel sold at Target and Walmart. The family-run YouTube channel Ryan ToysReview has become an empire. According to Forbes, the channel generated about $22 million in pretax income from June 1, 2017, through June 1, 2018, up from $11 million the year prior.