Amazon Prime Day, an artificial holiday launched by the e-tail giant to fete a slew of sales across multiple product categories, is set to turn a spotlight this year on 16-year-old Nickelodeon star, digital influencer, and merch maven JoJo Siwa (9.8 million subscribers).
On Amazon’s fourth annual Prime Day — which will for the first time take place across two days on July 15 and 16 — the retailer will collaborate with Nickelodeon to launch a total of 24 exclusive JoJo-branded items, including a scooter, roller skates, a bow bundle (a nod to Siwa’s signature hair accessory), and fashion items. You can check out the full rundown of JoJo products that are already sold on Amazon — from a $13 doll accessory pack to a $60 pair of roller skates — right here. (Nickelodeon signed Siwa to an overall deal last year, and the Viacom-owned children’s entertainment brand is currently producing her D.R.E.A.M. tour across the county).
The pact marks the latest coup for Siwa’s ambitious merch operation — which she has touted in countless videos, and for which she even keeps a boutique-like room in her house containing all of the products that have been created in her likeness. That said, Siwa did face some blow-back earlier this month after one of her makeup palettes vended at Claire’s was discovered to contain trace amounts of asbestos, and was promptly recalled.
“I just want to let everyone know that safety is myself and Nickelodeon’s number one priority in everything,” she said in a recent apology video, noting that the mishap occurred because of the fact “that I put my trust into other people’s hands.” Siwa thanked fans for understanding “because [the situation] is serious to me and it means a lot to me because it is my name, and it is my brand, and it is my face.”
Amazon says that it will be offering a total of 1 million deals this Prime Day to the service’s 100 million paying members around the world. Last Prime Day, the company says, small and medium-sized businesses selling on the platform surpassed $1.5 billion in sales.