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Toymakers Curry Favor With Precocious YouTube Influencers - Bloomberg
One evening in June 2016, Isaac Larian lay in bed at his Malibu, Calif., home, unable to sleep. So the chief executive officer of the world’s largest private toy company, MGA Entertainment Inc., did what any insomniac toy executive would do to unwind: He watched viral videos of kids unboxing toys on YouTube. Don’t laugh. Videos by youthful toy reviewers can get millions of views, and watching toys being freed from their packaging has become must-see TV for many fans. “I said to myself, How are we going take advantage of this phenomenon and make the ultimate unboxing toy?” recalls Larian. “I challenged my design team, and they came up with the idea.”
kids  celebrity  youtube  toys 
2 days ago by dancall

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