Littlest Pet Shop Signs YouTube’s Like Nastya as New Brand Partner

Hasbro’s Littlest Pet Shop has signed popular YouTube child creator Like Nastya as a brand partner.

Like Nastya is the world’s most-watched child content creator, with over 409 million subscribers across 21 YouTube channels in 19 languages and more than 256 billion lifetime views. The partnership kicks off this month with a content series on Like Nastya’s YouTube channel featuring Littlest Pet Shop toys.

“Like Nastya embodies everything Littlest Pet Shop stands for—imagination, self-expression and the joy of scroll-stopping stories,” said Maureen Dilger, VP of global brand marketing at Basic Fun! “Together, we’re creating exciting opportunities to engage a new generation of fans while celebrating the long-time collectors who have loved this brand for decades.”

The Littlest Pet Shop toys were relaunched in 2024 under a licensing agreement with brand owner Hasbro and Basic Fun!

“Littlest Pet Shop has a remarkable legacy of sparking imagination and creativity for generations,” said Marianne James, senior VP of global licensing at Hasbro. “Working with Like Nastya allows us to connect that legacy with today’s digital generation in a way that celebrates both new fans discovering the brand and the passionate collectors who have helped keep it thriving.”

“Littlest Pet Shop has always been about imagination and creativity—two things I love bringing to my videos,” said Like Nastya. “I’m so excited to partner with LPS to inspire kids everywhere to dream big and tell their own stories.”