YouTube toy reviewer, 7, becomes a toy

NEW YORK — Seven-year-old Ryan drew millions of views reviewing toys on YouTube. Now, he’s become a toy himself.

Walmart is selling action figures in his likeness, putty with his face on the packaging and other toys under the Ryan’s World brand. It’s a bet that kids, who are spending more time tapping tablets, will recognize Ryan from YouTube and want the toys he’s hawking.

The first-grader, who’s been making YouTube videos for three years, has become a major influencer in the toy industry. The clips typically show him unboxing a toy, playing with it and then waving goodbye to viewers. His most watched video, in which Ryan hunts for large plastic eggs, has more than 1.5 billion views.

Toys featured in the videos can see a spike in sales, says Jim Silver, editor of toy review site TTPM. com. “Ryan is a celebrity,” he says. “He’s entertaining.”

So much so that toy makers have paid Ryan and his parents to feature their products. Forbes magazine estimated that the Ryan ToysReview YouTube channel brought in $11 million last year, but his parents, Shion and Loann, declined to confirm that number or give any financial details about Ryan’s deals. They also do not give their last name or say where they live for privacy and safety reasons.

Ryan’s path from reviewer to tiny toy mogul started last year when his parents signed with Pocket. watch, a two-year-old company that works with several YouTube personalities to get their names on clothing, books and other products. Ryan is the first with a product line because of his large audience, Pocket.watch says.