The digital-first studio partners with the digital-first toy company to release consumer products that place their globally-recognized brands into the hands of fans
TheSoul Publishing and BunMo unveiled a line of toys from their multi-product deal between the digital-first studio and digital-first toy company. The product includes 5-Minute Crafts and 123 GO! branded fidget, magnet and sensory toys which are available starting on the BunMo Amazon store.
Harnessing the global reach of their brands’ hundreds of millions of social subscribers, TheSoul will seamlessly incorporate BunMo’s first licensed product line into upcoming 5-Minute Crafts and 123 GO! content.
“This is more than just a standard licensing deal,” said Patrik Wilkens, Vice President of Operations at TheSoul Publishing. “We’re also approaching this as a marketing partnership. TheSoul has a massive global reach and the unique ability to create natural, next-level product placements, while BunMo is an industry leader with extensive experience selling high quality sensory and fidget toys. By combining our strengths, our partnerships will connect our audience with our merchandise in ways no digital-first content creator has ever done before.”
Known around the globe for its positive, fun and quirky crafts, 5-Minute Crafts, is the world’s top DIY brand and the only channel to consistently rank among the top ten on both YouTube and Facebook. Igniting a creative spark on a daily basis by offering viewers clever solutions to everyday problems, 5-Minute Crafts – which is available across 20 languages – reaches 300M+ combined YouTube subscribers, 20M+ combined TikTok followers, 55M+ Instagram subscribers, and just became the fifth most followed Facebook page in the world.
Featuring easy makeup and fashion hacks, lighthearted pranks and funny observations. 123 GO! delivers entertaining and positive videos about everything trending right now. The teen-popular brand has 200M+ cross-platform social media subscribers and last year garnered 200B+ minutes viewed on YouTube and 2B+ views on TikTok.
“This is a true collaboration. We are incredibly excited to be working in partnership with TheSoul Publishing on their expansion into the world of merchandise. As this is BunMo’s first licensing agreement, we cannot wait to explore the huge marketing potential that TheSoul’s social reach and audience insights bring. We are confident that the compelling new products will replicate both the fun creative experience of 5-Minute Crafts and the endless entertainment of 123 GO! in a way that resonates with U.S. consumers,” said Shane Eddison, CEO of Bunmo.
