Kids content startup Pocket.watch and incredibly popular YouTube channel Ryan Toys Review have entered into a long-term partnership. Pocket.watch will create a multiplatform franchise development plan for the YouTube channel, which boasts nearly 10 million subscribers, that will span publishing, licensing, original programming and merchandising.

The partnership will also provide Pocket.watch with Ryan Toys Review’s library of videos for packaging and distribution outside of YouTube. Those clips will be used for commercial opportunities, including branded integrations, sponsorships and licensing. As part of its mandate, Pocket.watch will offer the channel a significant equity stake, as it did with its inaugural YouTube partner, HobbyKidsTV.

Pocket.watch is run by former Maker Studios chief audience officer Chris M. Williams, Albie Hecht, Jon Moonves and new CRO Stone Newman. The company launched in March with US$6 million in Series A funding from the likes of CBS boss Leslie Moonves, Jon Landau (producer of Avatar and Titanic) and A-list actor Robert Downey Jr. (Downey Ventures).

Led by a seven-year-old unboxing star, Ryan Toys Review has garnered more than 700 million video views in the last 30 days alone, and is touted as one of the fastest-growing channels in the history of YouTube.

Pocket.watch recently tapped Kenan Thompson to produce and star in its original sketch series called Skoogle. The company also brought former Genius Brands consumer products and distribution exec Stone Newman on board as chief revenue officer.