The world’s largest toymaker Mattel will be among the many brands betting big on influencers in 2017.

The world’s largest toymaker Mattel will be among the many brands betting big on influencers in 2017. With the insight that kids are increasingly putting their trust in digital celebs, the brand spent the past year scouting out online creators to start long-term relationships with, and in doing so gained two million new subscribers across their channels and more than 67 million views for their toy review and unboxing videos. Next year they hope to ramp up the star power to big-name influencers like YouTuber Todrick Hall, and want to create content that tells stories beyond just showing off toys. (Kidscreen)