Lifestyle gurus look to extend brands via licensing deals

Kin, Corus' influencer division, has teamed with Nelvana to add another partnership to layer to building creators' brands.

Nelvana is partnering with Kin Community Canada to bring global licensing deals to two content creators from Kin’s network.

Through the deal, Nelvana will secure global distribution and licensing deals for Lauren Toyota, a bestselling culinary author and renowned vegan chef, and home decoration expert Alexandra Gater.

“This marks an exciting chapter for Nelvana as we venture into lifestyle licensing and merchandising,” said Mellany Masterson, head of Nelvana Enterprises, which has until this point been involved primarily in licensing kids series and merchandise associated with Nelvana’s TV and film franchises.

The goal for Toyota, who has 157,000 subscribers on her YouTube channel, is to create a line of accessible vegan comfort food appealing to both vegans and non-vegans.

Meanwhile, the goal for YouTube creator, digital host and producer Gater is to create a merchandising line for “homeware products inspired by her signature style, blended with functional and affordable features to transform any living space into a beautiful home.” The first campaign for Gater will launch online internationally in the fall/winter of 2021, according to a release.

Dervla Kelly, SVP of marketing and social division So.da at Corus Entertainment, says Nelvana’s licensing and merchandising expertise is the latest in the kind of partnerships it looks to secure for its creators to help them develop their brands.

News of the deal comes more than two years after Corus acquired Kin’s Canadian operations. Before that, Corus has been a long-time partner of the creator and lifestyle entertainment company.