JoJo Siwa has built an empire on rainbows, glitter, and yes, bows. The reality, YouTube, and now Nickelodeon star has grown a faithful audience of Gen Z fans across platforms with a bubbly, relatable, and PG persona, and she’s cashed in on it with lots, and lots of merch. According to Claire’s, “revenue from the JoJo partnership has exceeded all historical bestselling bands and artists” for the brand. She has had “flamboyantly ostentatious” products (from clothes to slime to her signature bows) with Nickelodeon, Target—and is now on a close to sold out headlining tour. In 2018, she reportedly sold 40 million bows alone, which adds up to hundreds of millions of dollars in profits. (Rolling Stone)
