YouTube Star Like Nastya Sets Toy Line & NFT Collection


The 7-year-old social media sensation Like Nastya has revealed her first-ever toy line designed by Jazwares, as well as an NFT collection.

The toy line with Jazwares and NFT collection with Gary Vaynerchuk’s VaynerNFT represent an expansion of Nastya’s universe, in which Nastya and her parents play, learn, sing, explore and share their life experiences on social media. Nastya has over 220 million subscribers on YouTube, 5 million followers on TikTok and a growing Instagram channel.

The toy line, created to appeal to girls ages 4 to 6, features Nastya’s Fancy Princess Surprise Doll, an 8-inch doll in the likeness of Nastya, and it includes 50 unique surprises such as outfits, wear-and-share accessories and more. Other toys in the line include themed Nastya 8-inch dolls such as Sleepy Time, Princess and Rock Star, 12 distinctive 3-inch collectible figures, a Nastya Bedroom Playset, plush toys and headbands.

Nastya, who at birth was diagnosed with cerebral palsy (which inspired her first YouTube video and has since significantly improved), and her family will be donating a portion of proceeds from her NFT collection to the Cerebral Palsy Foundation.

Eyal Baumel, CEO of Yoola and Nastya’s manager, said, “Millions of kids and families around the world embrace Nastya as a friend and role model, and we are excited to expand Nastya’s universe into the physical world with the new toy line, and in the metaverse with our unique NFT program. This will allow Nastya’s community to own a collectible memory of Nastya, but to also use some of the unique utility NFTs to engage with her in the most special ways, including birthday greetings, connecting on social media, shoutouts and even a live video call.”

“Based on Nastya’s unbelievable success as a young content creator and role model, imaginative play is the focus in our toy line so we are bringing to life and extending Nastya’s colorful adventures and positive messages,” said Laura Zebersky, president of Jazwares.

“There are very few people on earth that have ever amassed an audience the size of Nastya, and we are thrilled to work with her and her family,” said Gary Vaynerchuk, CEO of VaynerNFT. “The fact that her circle is thoughtfully thinking about how to bring her audience value through an NFT project instead of trying to make a quick buck is exactly why we wanted to work with them and is exactly the way that VaynerNFT wants to structure projects.”

Van Kokeh, associate VP of licensing at IMG, added, “Nastya’s engaging content, reach and musical talent allows us to expand her licensing program across all key areas and categories. Our unique strategy to launch her toy program with Jazwares, alongside her first NFTs, is just the start of the incredible program we have planned for the long-term growth of the Like Nastya brand globally.”