Maker Studios has turned its eyes to a new kind of talent made possible by the rise of YouTube. The multi-channel network has signed five toy review YouTube channels, DisneyCarToys, HobbyKidsTV, TheEngingeeringFamily, ToysReviewToys, and AllToyCollector.
According to Maker, each of these channels fall within the top 40 across all toy channels on YouTube, with DisneyCarToys ranking second in the world with more than 1.1 million subscribers. As for the other channels, HobbyKidsTV has more than 270,000 subscribers, TheEngineeringFamily has more than 311,000, ToysReviewToys has close to 228,000, and AllToyCollector has more than 280,000.
Chris M. Williams, the chief audience officer at Maker, described toy review channels as “one of the fastest growing genres of family programming online,” citing the timing of the new partnerships (the holiday season) as especially strategic.
That’s because it’s a huge time of the year for brands. Maker will look to take advantage of this by representing these channels for potential deals with relevant brands.
The MCN will also distribute content from all of the channels across its own-and-operated platform as part of the the deal.
Another interesting thing in the announcement: Maker says it’s “working to incorporate” new and existing network talent into “creator empowerment and access programs” across Disney divisions. What that sounds like is that some Maker talent will now have access to resources or products at Disney, which acquired the MCN earlier this year for $500 million.