YouTube has become a powerful platform for toy marketing. Thanks to incredibly popular toy reviewing and unboxing vloggers like EvanTubeHD, some toys are getting incredible exposure. Evan's videos are viewed millions of times, and one toy company estimates one of their products received close to 80 million views on the young digital star’s channel, which helped “to establish the toys and give the company serious leverage at retail.” Now more companies who want to be featured in these types of videos are sending YouTube toy reviewers products to include in their content. But authenticity is key, and fans are wary of their beloved vloggers being paid to endorse items. (Kidscreen)
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