Toy makers turn to YouTube influencers to advertise ahead of holidays
VANCOUVER — Like many kids, Ryan spends his time playing with toys. But, unlike most of his peers, millions of people watch the six-year-old boy open and test toys — a performance that has earned him millions of dollars.
Ryan ToysReview is one of several YouTube channels devoted to unboxing and reviewing toys that has caught the attention of manufacturers. Toy companies that once targeted children watching TV after school have started collaborating with so-called social media influencers, like Ryan, to advertise their products.
“They’re more well-known with kids than celebrities — traditional celebrities,” said Tara Tucker, vice-president of global marketing communications for Canadian toy maker Spin Master (TSX:TOY).
Ryan’s channel, for example, boasts nearly 10.2 million subscribers and viewers have watched his uploads nearly 17 billion times. Forbes estimates he’s the eighth highest-paid YouTuber of 2017, collecting a cool $14.1 million.