While Ryan Kaji, the kid behind Ryan ToysReview, has 2.5 million more YouTube subscribers than Beyoncé, he tries to keep a low profile.
The L.A.-based Kaji family posts Ryan’s toy review videos (www.youtube.com/ryantoysreview) daily, but screen time ends by homework time, which allows the YouTube sensation to make room for music lessons, coding, soccer and tae kwon do. Still, his life is anything but ordinary.
At age 7, he was named 2018’s highest-paid YouTuber, with more than $22 million annual revenue. Now, at 8, he’s making major kid mogul moves, including the Nickelodeon show “Ryan’s Mystery Playdate” (now in its second season), a brand partnership with Hardee’s to relaunch its children’s meals, a clothing line at Walmart and Target and a Colgate campaign meant to make dental hygiene more fun.
The Ryan’s World dental care campaign features toothpaste, mouthwash and toothbrushes. Instead of movie characters, the manual and battery-powered toothbrushes feature a photo of Ryan, who marketers hope is a more relatable role model than Ariel from Disney’s Little Mermaid or the Minions my kids have enjoyed on their Despicable Me-branded toothbrushes. A recent video of Ryan at the Colgate factory features him exploring how dental hygiene products are made and offering a teachable behind-the-scenes look at oral care that may interest your little ones. It’s designed to be similar to Ryan’s daily videos featuring toy reviews, science projects and unexpected antics with his twin sisters, Emma and Kate, and his parents.
To find out more about the Colagate campaign, visit www.colgate.com/en-us/products/kids.