Playmates Toys Named Master Toy Partner for YouTubers ‘Vlad & Niki’ • The Toy Book

Vlad & Niki | Source: Haven Global/The Toy Book

Retail Monster and Haven Global brokered a new deal for Playmates Toys to take the reins as the global master toy partner for Vlad & Niki.

The deal comes just four months after the popular YouTubers inked a deal with ZURU to create a variety of toys in select categories.

Playmates, best known for its long-running Teenage Mutant Ninja Turtles collection, will launch a full range of action figures, standard and deluxe vehicles, roleplay gear, and indoor/outdoor accessories next summer.

“Vlad and Niki have such a relatable ‘brotherly’ dynamic, and it’s wonderful how the entire family is involved,” says Karl Aaronian, senior vice president, marketing and development, Playmates Toys. “There’s nothing else like them on YouTube. Their incredible adventures will help Playmates expand our growing preschool business, with fun themes and toys that will appeal to Vlad and Niki’s huge fan base, from interactive figures and vehicles to Rocket Ship environments.”

Vlad Vashketov and Niki Vashketov have amassed more than 120 million subscribers worldwide resulting in more than 56 billion views for views across their various Vlad & Niki channels.

Playmates recently entered the world of influencer-themed toys through a deal with another popular channel, Spy Ninjas.

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