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Disney-owned Maker Studios has signed five popular toy-review channels on YouTube, which the multichannel network plans to bring more closely into the Mouse House merchandising fold.
The five YouTube channels — DisneyCarToys, HobbyKidsTV, TheEngineeringFamily, ToysReviewToys and AllToyCollector — rank among the top 40 toy channels worldwide, according to Maker. While content on the channels has featured Disney toys and products, the channels were not affiliated with the Walt Disney Co. prior to the new pacts with Maker, the multichannel network operator said.
DisneyCarToys (pictured above) ranks as the second-largest toy creator YouTube channel with 1.1 million subscribers. No. 1 is DisneyCollectorBR, which counts 3 million followers with nearly 4 billion views to date (and isn’t affiliated with Maker).
Under the deals, Maker will work with the YouTube channel creators to optimize content and line up branded-content partnerships, including via programs that span Disney divisions. In addition, videos from the five channels will be syndicated across Maker’s proprietary web platforms, including Maker.tv.
“Toy review channels have captured the imaginations of families around the world and become the authority on the hottest toys on the market, as well as one of the fastest-growing genres of family programming online,” Maker chief audience officer Chris Williams said in announcing the pacts.
Disney bought Maker Studios earlier this year in a deal worth up to $950 million.
The MCN’s five new toy-review partners are:
- DisneyCarToys: Features toys from popular movies like “Frozen” and “Cars,” plus TV shows like “Mickey Mouse Clubhouse” and “Peppa Pig,” with narrative content from the perspective of the toys (140 million monthly views)
- HobbyKidsTV: Covers toys and games including Play-Doh and Legos with toy unboxings, reviews and hands-on play videos (58 million monthly views)
- TheEngineeringFamily: Videos span range of toys for the whole family, from Disney princess toys to Play-Doh (60 million monthly views)
- ToysReviewToys: Sister channel to DisneyCarToys that focuses on toy unboxing and reviews including “Mickey Mouse Clubhouse” toys, Play-Doh and Barbie (30 million monthly views)
- AllToyCollector: Covers toys for all ages with videos featuring characters from Disney’s “Frozen,” “Brave,” “The Little Mermaid” and the Disney princesses (20 million monthly views)
