Steve Reece, founder of research and consulting firm Kids Brand Insight, and Matt Knott, producer at Matt Knott Interactive, have launched a new strategic partnership offering content production services for toycos.

With so many eyes on YouTube, more IP owners are turning to the platform to raise awareness for their brands. In fact, MGA Entertainment did not invest in TV advertising when it launched its L.O.L. Surprise! line, opting instead to focus exclusively on digital platforms like YouTube.

Created in 2005, YouTube boasts more than a billion active users each month. Local versions of the platform have launched in more than 91 countries, and YouTube can be navigated in 80 different languages. Data from the site shows that the number of channels earning six figures annually grew more than 40% year-over-year, while the number of channels with more than a million subscribers increased by more than 75% in the same period.

Toy-focused YouTube channel Ryan ToysReview became so popular that it partnered with California-based kids media brand Pocket.watch to launch a toy and apparel line. The Ryan’s World range of collectibles, slime, vehicles and plush launched in Walmart stores and online last year. 

Reece and Knott plan to combine their expertise to produce content that can capitalize on this trend. Reece previously worked for a number of companies—including Hasbro—in market research, brand marketing, commercial management and interactive content management. Knott, meanwhile, worked for Hasbro as a new media producer and is a published game designer.