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IMG Unleashes ‘Like Nastya’ Line

The YouTube star’s licensing program is launching.

Over the next six months, children around the world will be able to enjoy the first-ever line of “Like Nastya” toys, apparel and accessories from six-year-old YouTube sensation Anastasia (Nastya) Radzinskaya, thanks to a tide of new partnerships brokered by IMG. 

IMG is exhibiting at Festival of Licensing, the month-long virtual celebration of the global licensing industry, which takes place online Oct. 6-29. It’s free to register and attend via

“Over the past couple of years, Nastya has become a global phenomenon, and the most popular YouTuber in the world with localized content in 12 languages,” says Eyal Baumel, chief executive officer, Yoola and Anastasia’s manager. “Her fun, playful, educational and unique content has created such a deep connection with her fans, that they see her not just as an entertainer and role model, but more importantly, a good friend. We are excited to expand the franchise into consumer products that represent Nastya's spirit and values and will allow kids and families all over the world to enjoy the Like Nastya experience in a variety of ways.”

With more than 170 million subscribers and more than 85 billion total views on YouTube, “Like Nastya” videos will be brought to life through an extensive lifestyle collection.

January 2021 will see the first “Like Nastya” doll, created by leading toy company Jazwares, released exclusively on Amazon, with a full Jazwares collection of toys, games, dress-up, role-play and more set to launch widely online and in stores from spring 2021.

“With her vibrant personality and relatable adventures, it comes as no surprise that ‘Like Nastya’ has quickly become one of the most popular YouTube channels for kids and parents to co-view,” says Laura Zebersky, chief commercial officer, Jazwares. “We are looking forward to bringing families a robust toy line that embraces the playful, imaginative nature of Nastya’s storytelling and gives kids a new way to engage with their favorite YouTube superstar.”

In addition, launching just in time for the holiday season, a collection of apparel, accessories, bags and stationery featuring Nastya will be available globally on Amazon by early November, with additional “Like Nastya” sleepwear, headwear, accessories, bags, girls underwear and apparel collections set to launch in stores and online in spring 2021.

“The fact we’ve built such an extensive licensing program in just a few short months shows ‘Like Nastya’s’ global influence and ability to inspire and entertain through imaginative, playful and educational content,” says Gary Krakower, vice president, licensing, IMG. “We’re excited to explore additional categories including outdoor toys, footwear, homeware, food and beverage and arts and crafts.”

Want to learn more? This company is an exhibitor at Festival of Licensing. For more news like this or to experience the event, click here.

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