Hearts by Tiana brand will be showcased on dedicated stand at next month’s show.
YouTube star and influencer Tiana is to mark a first for Brand Licensing Europe, taking a dedicated stand at next month’s show.
The stand will showcase the Hearts by Tiana brand, which is the brainchild of The Social Store’s Ian Shepherd. It will be manned by Ian and Tiana’s management agency, Viral Talent.
Visitors will be able to see concepts for categories including clothing, nightwear, homeware, stationery, games, beauty, accessories, jewellery, tech, birthday parties and cards, food and drink, and books and magazines to name a few.
The range will initially target a core group of girls aged 6-12 and will be heavily promoted on Tiana’s channel.
Tiana herself will make an appearance at the stand during the show and on Press Day (Tuesday October 9).
“It’s been fascinating to see the massive shift in kids viewing habits over the last few years – each one of Tiana’s almost daily videos gets more views in the UK alone, than the leading kids programmes on TV, and she is hugely influential to young kids,” said former Disney executive Ian. “We could not ask for a better opportunity than to be working with Tiana to demonstrate the massive opportunity that exists for licensees to work with successful YouTube stars.”
Viral Talent’s Laura Edwards added: “Ian has blown us all away with his forward thinking for Tiana as a brand and helping her develop into a global property. We are truly excited to help facilitate the next part of Tiana’s already amazing journey.”
Items from the Hearts by Tiana range will be available via a series of pop-up shops across the UK in the run up to BLE – which runs at London’s Olympia from October 9-11.