YouTube megastar Ryan ‘ToysReview’ Kaji is expanding his empire into the toothpaste biz.
The eight-year-old, who has achieved explosive YouTube fame thanks to his toy unboxing videos, has pacted with household brand Colgate to create his own line of children’s toothpastes and oral care products, The Drum reports. The line comes care of Ryan’s World — which is the name of Kaji’s overarching entertainment and product brand, operated in conjunction with kid-centric digital studio Pocket.watch.
The kids’ oral care regimen — comprising a powered toothbrush, toothpaste, and mouthwash — was revealed on Kaji’s channel last week, which is home to 20.3 million subscribers and 30.6 billion lifetime views. In the clip (below), Kaji visits the Colgate facility in New Jersey and also details his involvement in the line’s conception from soup to nuts, including its flavor (it’s dubbed ‘bubble fruit’), packaging, and colors. The first products will arrive this month online and in stores nationwide, while additional products within the so-called Colgate Ryan’s World Kids Oral Care Regimen will arrive later this year.
“Ryan’s ability to make such a strong connection with kids his age is inspiring,” Bill Van de Graaf, the VP of North American marketing for Colgate-Palmolive, said in a statement. “We want to bring the excitement of playtime to kids oral care through products created by Ryan — a friend they trust.”
Kaji recently pacted with Hardee’s to help the fast food chain re-launch its children’s meal business. He also has a toy and apparel line sold at Walmart. The Ryan’s World empire is in the process of expanding to numerous product categories and countries.