![]() ![]() ‘‘We aren’t just faces for hire,’’ she says.Įvan’s dad, Jared, says he works with partners that resonate with the audience. And Melissa Hunter of ‘‘Mommy and Gracie’’ says her family will only accept deals to benefit children’s charities. Jennifer, the mother behind KittiesMamma, says she’d only partner with brands that her kids enjoy. Jason, the father behind RadioJH, says the channel is doing so well with ad revenue that he doesn’t focus on partnerships. Parents also say they try to maintain authenticity. Spin Master’s chief marketing officer, Krista DiBeradino, says it tries to maintain ‘‘the authenticity intended with each relationship.’’ Rosenberg says kids ‘‘risk crossing the line of trust’’ with their audience when deals are made with toy makers.įor their part, toy makers say they’re careful to preserve the kids’ voices. Most of the parents, who also declined to say how much ad revenue the channels make, have quit their jobs to focus on the businesses. The parents and companies declined to disclose financial terms. WowWee is working with ‘‘Mommy and Gracie’’ on promotional videos for Elektrokidz collectible dolls. Anki, which makes robotic toy cars, teamed up with Evan and KittiesMama for reviews on a race car. Spin Master hired Evan to appear in a TV ad for its latest Spy Gear toys. And some ink paid marketing deals with them and their parents. Toy makers regularly send the young reviewers products. ‘‘It gives the item more widespread exposure,’’ says Jim Silver, editor-in-chief and CEO of Time To Play magazine. The private company declined to disclose sales numbers. In fact, Spin Master says Evan’s reviews helped boost sales of its Spy Gear toys 65 percent this year. Toy makers - from Mattel to smaller ones - have noticed. Julie Krueger, industry director of retail at Google, which owns YouTube, says the channels have ‘‘huge followings of fans.’’ ![]() Audrey’s trademark: reviewing mystery toy bags that are sold at places like Toys R Us. Audrey, 11, speaks to tweens, frequently saying ‘‘cool’’ and ‘‘awesome.’’ She also streaks her bobbed hair in a rainbow of colors and wears big jewelry and studded tees. RadioJH Audrey has over 60 million views.They’ve even traveled to Canada from their New Jersey home to find a Monster High doll. Gracie, a redhead who sometimes sports black glasses with rhinestones, searches for hard-to-find dolls with her mom. Gracie Hunter, 11, pairs up with her mother, Melissa, in ‘‘ Mommy and Gracie,’’ which has close to 90 million views. ![]() They also review toys and Emma shows kids how to look like characters from toy lines like My Little Pony. KittiesMama is a reality show that chronicles the kids’ daily lives, including birthday parties. Siblings Noah, 14, Jonah, 12, and Emma, 11 star in KittiesMama, which has nearly 400 million views. ![]()
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