YouTube child star, Ryan ToysReview, has expanded beyond the digital world, launching a toy and apparel line in partnership with media company,


In June, announced a slew of licensing deals for the Ryan ToysReview brand, including a partnership with Australian licensing firm Centa IP.


The toy and apparel line will initially launch in Walmart in the US, but is expected to launch in Australia in November/December.


“At, we celebrate the new digital stars and formats that kids love today and in launching Ryan's World at Walmart, we've expanded Ryan ToysReview from a YouTube channel into a true global kids franchise,” Chris Williams, CEO and founder of said.


The toy line comprises of 15 items and capitalises on current trends including blind bags – for the surprise element in the unboxing, slime and putty, squishies, collectibles and mystery eggs. The line also incorporates classic toy trends including vehicles and plush.


Ryan worked alongside the team to choose they toys he wanted included in the line, which suggests why there are so many hot trends included in the launch.


In conjunction with the launch, will travel around to 75 Walmart locations around the US on an experiential tour, celebrating and promoting the launch. To add to the excitement, Ryan will make surprise appearances at select locations throughout the tour.


“Ryan's World is the perfect combination of everything that Ryan loves and is inspired by,” Shion, a member of the Ryan ToysReview family said. “We are thrilled with how our partnership with is growing and extending the Ryan ToysReview brand and the launch at Walmart is a huge win, bringing Ryan products to Ryan's fans through the biggest retailer in the country.”


Ryan and his family will promote the products across their YouTube channels, furthering the exposure and drive for the line.


The elements of the deal (i.e. a YouTube star having an entire toy line that will sell through a major retailer) is the first of its kind and may suggest where the industry is headed in terms of creating new and exciting toy licenses, digital media content's involvement with toy launches, and how to advertise and sell toys.


“This is the first time that a YouTube star in the children and family space has created their own dedicated line of toys and apparel, and we are excited to be partnering with to have it available at Walmart stores nationwide,” Anne Marie Kehoe, Walmart's VP and divisional merchandise manager of toys said.


For further licensing information on Ryan’s World in Australia and New Zealand, please contact Vincent Jones on (02) 9439 5511 or


comments powered by Disqus