Maker Studios plumped up its chest full of YouTube video creators just ahead of the Christmas season, adding five big channels focused on the fast-growing toy sector, including the No. 2 site, DisneyCarToys.
The other four are also in the top 40 toy-oriented YouTube channels, including HobbyKidsTV, TheEngineeringFamily, ToysReviewToys and AllToyCollector. DisneyCarToys is the big one, however, with 1.1 million subscribers. Together, the five attract more than 300 million monthly views of their videos.
Maker, purchased by Disney earlier this year, is the largest multi-channel network on YouTube, among its other digital-media operations. The signings will give Maker a stronger position in a burgeoning corner of its family programming offerings, and just ahead of the holidays.
The company said that though DisneyCarToys and others often create video about Disney-themed toys, they previously had no affiliation with the company. Even DisneyCarToys regularly reviews toys from other companies, such as Batman, Play-Doh, Mattel’s Barbie dolls and other blindingly candy-colored subjects.
As with Maker’s other creators, the company will optimize ad sales and marketing on behalf of the creators, distribute their work on Maker’s proprietary channels online and elsewhere. Increasingly, Maker is connecting its brands with the broader Disney universe, as demonstrated during a recent mobile showcase Disney held for many of its major brands.
“Toy-review channels have captured the imaginations of families around the world and become the authority on the hottest toys on the market, as well as one of the fastest-growing genres of family programming online,” said Maker’s Chief Audience Officer Chris M. Williams. “Our new toy channel partners are an exciting addition to our community of creators and we look forward to working with them ahead of the holiday season to offer video viewing families great information and entertainment that help guide and inform their holiday buying decisions.”