Tiana takes BLE stand
The Toys AndMe channel star brings her Hearts by Tiana brand to the showfloor in a first for the licensing event
Top kid influencer Tiana, aged 10, will be the first ever YouTube star to take a dedicated stand at the forthcoming Brand Licensing Europe.
Tiana’s two channels currently have a combined audience of 12 million subscribers and 2.6 billion views, and the youngster is one of the most watched girls on YouTube.
The stand will be dedicated to her Hearts by Tiana brand, which is 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.
Visitors will be able to see quality concepts for categories such as Clothing, Nightwear, Homeware, Stationery, Games, Beauty, Accessories, Jewellery, Tech, Birthday Parties and Cards, Food and Drink, and Books and Magazines to name a few.
The range will initially target a core group of girls aged six to 12 and will be heavily promoted on Tiana’s channel. Tiana will make an appearance at the stand during the show and on Press Day.
Speaking about championing this foray into BLE, former Disney Executive Ian 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 as a brand and helping her develop into a global property. We are truly excited to help facilitate the next part of Tiana’s already amazing journey.”
Anna Knight, Brand Director for BLE also added: "We're really excited to have Tiana at BLE this year; Hearts by Tiana is the first time an influencer has had a stand in their own right at the show and her presence is indicative of the importance and impact that YouTube influencers have on the youth market".
The new Hearts By Tiana merchandise range is already selling fast online at heartsbytiana.com. Items from the range will also be for sale via a series of pop-up shops across the UK in the run up to BLE.