New Jersey-based toyco Alex Brands has crafted a joint partnership and licensing agreement with family entertainment company Driver Digital. The deal will see New York-based Driver feature select Alex Brands craft kits on its Cool School YouTube channel’s Crafty Carol series.
Aimed at kids ages three to 12, Crafty Carol is hosted by a “master crafter” who demonstrates how kids can use basic materials to create arts and crafts projects. The upcoming Alex DIY items that will be featured on the show include Sweetlings, Happy Little Loom, Knot-a Craft, Grow Crystal Jewelry and Rock Pets. Packaging for the products will include a Cool School sticker and a link to the Crafty Carol episode in which they were featured.
The Cool School YouTube channel—home to a range of other programs including The Adventures of Drew Pendous and His Mighty Pen Ultimate—boasts more than 700,000 subscribers and 800 million views. Last year, Driver Digital tapped The Licensing Group to represent the channel.
The partnership between Alex Brands and Driver Digital is the most recent example of YouTube gaining ground in the world of licensing and consumer products. Earlier this year, YouTube star Jake Paul and influencer group Team 10 signed Brand Central as their exclusive licensing agency. The agreement will see the YouTube creators grow their offerings and build a full consumer products program across multiple categories.
And when California-based toyco MGA Entertainment launched its popular LOL Surprise doll line in December 2016, the company did not invest in TV advertising for the line. Instead, MGA focused on YouTube and social media influencers, keeping with the fact that the product was inspired by YouTube’s unboxing phenomenon.