In 2015, Ryan Kaji was a 3-year-old who loved watching other kids unbox toys on YouTube. His parents, Shion and Loann, noticed Ryan’s fascination and asked him: ‘Why don’t you make your own videos?’ They had no filmmaking experience, no production equipment beyond a smartphone, and no connections in media. The YouTube kids’ space was already crowded with established creators. They were competing for attention in an algorithm-driven platform where success seemed random. Nobody could have predicted what happened next.
The Turning Point
Ryan’s first video in March 2015 showed him unboxing and reviewing a giant Lightning McQueen car. It was simple, authentic, and charming—a real kid’s reaction to a toy. Within a year, one of Ryan’s videos—reviewing over 100 toys from a Pixar Cars-themed egg—went massively viral, getting over 1 billion views. Kids loved watching another kid play with toys and give honest opinions. Parents trusted Ryan’s genuine reactions more than scripted commercials. The channel exploded, gaining millions of subscribers monthly.
The Strategy
Ryan’s parents built a business empire around their son’s channel. They created ‘Ryan’s World’—a brand encompassing toys, clothing, books, games, and a TV show. They partnered with Walmart and Target to sell Ryan’s World-branded merchandise, generating hundreds of millions in retail sales. They diversified content across multiple channels—science experiments, educational videos, vlogs, and animated shows. They also maintained authenticity: Ryan genuinely enjoys the toys he reviews, and his parents carefully manage his childhood to prevent burnout. The business became a family operation with professional production teams.
The Results
Ryan’s World has over 36 million YouTube subscribers and generates over 50 billion total views. Ryan Kaji has been the highest-earning YouTuber multiple years, earning an estimated $100 million between 2020-2022 from ads, sponsorships, and merchandise. His product line is sold in Walmart, Target, and Amazon, generating over $250 million in annual sales. He has his own show on Nickelodeon and has become one of the most influential kids in media. His success pioneered the kids’ creator economy and proved that authenticity beats production value.
