Addison ‘Rae’ Easterling is shrinking herself down to miniature size for her next commercial venture. The social media personality, whose 88.3 million followers make her one of the most popular acts on TikTok, is launching a line of dolls based on her likeness in collaboration with Bonkers Toys.
Rae is a multi-hyphenate star whose career has encompassed dancing, singing, acting, and podcasting, and the dolls in her line are as varied as she is. There will be “fashion dolls” that share her love for makeup and style, as well as a “music doll” that will come with some accessories inspired by Rae. A “surprise doll” will be revealed later this year.
The product line will be sold at Walmart. Each box will come with a QR code, which can be scanned to play an empowering message recorded by Rae.
“I have dreamt of having my own doll line since I was a little girl,” Rae said in a statement. “I worked with Bonkers Toys on every detail of the dolls and toys to inspire young kids to dream big.”
Though this is Rae’s first doll line, she is already well-established as an entrepreneur. She launched a merch brand in 2020, and she releases cosmetic products through a venture called Item Beauty. These commercial initiatives helped Rae become one of the highest earners on TikTok. She pulled in a reported $5 million during a one-year period ending in 2020, and only the D’Amelio sisters outearned her in 2021.
Bonkers Toys is no stranger to that level of digital fame. The San Diego-based company has created toys inspired by some of YouTube’s most visible creators, such as Ryan, the iconic kidfluencer who stars on the Ryan’s World channel.
The deal between Rae and Bonkers Toys was brokered by IMG. The 21-year-old TikToker is represented by WME, which inked a deal with her in early 2020.
Each week, we handpick a selection of stories to give you a snapshot of trends,…
Platforms like Patreon and OnlyFans let creators distribute paywalled videos that can only be watched…
There's a new creator-led line of monthly build kits arriving at a major home goods…
Growing a YouTube channel to 50 million subscribers is no small feat, but Genevieve's Playhouse…
The global podcast industry raked in $9.2 billion last year, surging 27% from 2024. That's…
On the heels of a study that examined political polarization on social media feeds, a…