Tiana of Toys AndMe and Hearts by Tiana becomes first YouTube star to hit BLE

The global YouTube sensation, Tiana of the Tiana Toys AndMe channel is set to be the first ever YouTube star to take a dedicated stand at Brand Licensing Europe.

Tiana’s two channels currently boast a combined audience of 12 million subscribers and 2.6 billion views, making her one of the most watched girls on YouTube.

The stand – taking the stage at next month’s Brand Licensing Europe in London’s Olympia – will be dedicated to her Hearts by Tiana brand, the brainchild of The Social Store’s Ian Shepherd and recent winner of the Online Industry Newcomer Award at Summer in the City.

The stand will be operated by Shepherd and Tiana’s Management Agency, Viral Talent who together will be taking potential licensees through the opportunities available through the brand. COncepts for categories such as clothing, nightwear, homeware, stationery, games, beauty, accessories, jewellery, tech, birthday parties and cards will be presented.

The range will initially target a core group of girls aged six to 12 and will be heavily promoted on Tiana’s channel, while the star will be making an appearance at the stand during the show in press day.

Ian Shepherd said: “It’s been fascinating to see the massive shift in kids’ viewing habits over the last few years – each one of Tiana’s almost daily videos gets more views in the UK alone than the leading kids’ programmes on TV, and she is hugely influential to young kids.

“We could not ask for a better opportunity than to be working with Tiana to demonstrate the massive opportunity that exists for licensees to work with successful YouTube stars. We can’t wait to meet and show visitors our portfolio of fully developed concepts and we look forward to welcoming interested parties to the stand.”

Laura Edwards from Viral Talent, added: “Ian has blown us all away with his forward thinking for Tiana a a brand and helping her develop into a global property. We are truly excited to help facilitate the next part of Tiana’s amazing journey.”

According to BLE brand director, Anna Knight, Tiana’s presence at the show highlights the importance and impact that YouTube influencers hae on the youth market of today.

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