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YouTube star Tiana launches fashion and lifestyle brand into George at Asda

Hearts by Tiana range covers apparel, accessories, home and creative play.

The Social Store has teamed up with George at Asda for the launch of a new Hearts By Tiana lifestyle range.

The range – which is aimed at girls aged 5-13 – covers everything from fashion and accessories through to home and creative play. The first phase – which launched in-store on May 30 – focuses on daywear, nightwear, hosiery, footwear, accessories, bedding and cushions. Further lines encompassing knitwear, bags, creative play, stationery, beauty and toiletries are due to launch throughout 2019 and beyond.

Licensees on board with Tiana – who is the most popular child on YouTube in the UK with more than 15m subscribers across all her social channels – include Cooneen, Misirli, Smith & Brooks, William Lamb, Small World, DNC, Character World and Sambro among others.

George at Asda is the first retailer to launch with the range and has a three-month exclusive launch window. The range is in 480 stores, with two end caps in most key locations and a designated online page which can be found at

The range has been inspired and developed by Tiana’s own brand vision. The ‘heart’ was inspired by Tiana’s use of it as the dot above the ‘i’ and because she loves her friends, family and fans, who she refers to as the ttsquad.

“YouTube is today’s most dominant kids platform and via this Channel and other social platforms, Tiana has established herself as the most popular tween in the world,” said Ian Shepherd, ceo of The Social Store. “Kids from all over the globe engage with her content everyday, and this franchise, built around a digital creator, represents a new era of licensing.

“I am thrilled that Asda were the first to acknowledge her growing presence and spearhead the launch of Hearts By Tiana. We’re proud to say with their support and that of our great licensee base, we have delivered a campaign with fully integrated and interactive multiplatform marketing in less than six months.”

Ruth Golightly, senior buying manager for George at Asda, added: “We’re so excited to be working alongside Tiana and introducing the exclusive Hearts By Tiana clothing range into George, both online and in-store.

“Tiana is one of the most popular YouTubers in the world and we feel this partnership with George at Asda, one of the biggest retailers in the UK, will be a huge success for both parties.”

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