Digital kids brand Gracie’s Corner, best known for a same-name YouTube series, has signed with LA-based agencies Underscore Talent and UTA.

The Hollingsworth family—10-year-old Graceyn (Gracie) and her educator parents Javoris (pictured right) and Arlene—created the sing-along series, which focuses on music-based edutainment and cultural representation for Black children.

The brand’s YouTube channel has built up more than a million subscribers since launching in 2020, with episodes ranging from three to five minutes long. Next steps for the IP include expanding into long-form content and a variety of other extensions (including consumer products, podcasting, live events, music licensing and publishing), says Ali Berman, UTA’s head of digital talent.

For UTA, this latest partnership further strengthens its burgeoning presence in the kids brand space, particularly on YouTube. The company already reps series such as YouTube original Super Sema and kidcos like GoldieBlox.

The most popular video on the Gracie’s Corner YouTube channel is Phonics Song (teaching kids about the sounds of the alphabet), which has generated more than 35 million views.

The series also features remixed nursery rhymes and original songs that teach kids about a variety of topics from brushing their teeth and loving their hair, to cultural holidays like Martin Luther King Jr. Day. The soundtrack is available on Spotify, Apple Music and YouTube Music.