Why Every Toy Brand Should Be Building a YouTube Channel
- Denver Bailey
- Jul 28
- 2 min read
Updated: Jul 30
In the toy world, YouTube isn’t just another platform—it’s the front line of influence.
Kids’ channels like Ryan's World, Cocomelon, Diana, and ChuChu TV aren’t just entertaining billions of viewers. They are shaping what ends up in shopping carts. With tens to hundreds of millions of subscribers and billions of cumulative views, these channels have turned into global media powerhouses.
But the most important stat? 75% of children ages 2 to 12 ask their parents for toys after seeing them featured in YouTube videos.
Let that sink in. YouTube is their daily screen, their favorite show, and often their first exposure to a new product.
The Missed Opportunity
Many brands understand this influence, so they pay for placements in popular channels. And that’s a valid strategy.
But here’s the problem: They’re renting attention instead of building it.
Sponsoring a video gives you a moment. Owning a channel gives you momentum.
When you build a content strategy around original, evergreen programming, your YouTube channel becomes more than a media expense. It becomes a marketing engine. One that grows warmer, stronger, and more cost-effective with every episode.
Real-World Example: Spin Master’s MORE with Kinetic Sand
A few years ago, we partnered with Spin Master to create a YouTube series called MORE with Kinetic Sand.
The concept was simple: • Two energetic kid hosts • Creative challenges, games, and crafts • A ton of sand
It wasn’t a hard sell. It was fun, re-watchable content kids could binge. And here’s the magic: Years later, the videos are still generating views, engagement, and brand recognition through reposts and compilations. That’s the power of evergreen video!
Why This Works
It’s kid-first, not product-first Children, like adults, recognize a sales pitch. But they engage with fun games, stories, and personalities.
The shelf life is massive. Unlike ads that disappear, kids’ content stays discoverable. Videos you publish today can still drive interest years from now.
It builds long-term buyers. Kids who subscribe and watch regularly become natural advocates. When a new product drops, they’re already excited.
3 Practical Tips for Toy Brands
Sell the fun, not the toy. Lead with play. Show the possibilities of the product in action.
Keep it evergreen. Avoid making every video about this quarter’s launch. Instead, build a catalog of timeless content that supports the brand long-term.
Commit for the long haul. YouTube channels don’t grow overnight. But with consistency for six to twelve months, you’ll start to see real traction.
Need a Creative Partner?
If you’re a toy brand looking to shift from paid placement to owned presence, I’d love to chat. This isn't a job for your in-house videographer. Put the power of a production team behind your product.
Reach out at denver@enjoynewmedia.com or connect with me here on LinkedIn.
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