Living in Ryan’s World: How licensing fortifies brands

By Sepideh Nassabi and Carol Liu ( December 9, 2021, 12:42 PM EST) -- If you are a parent of young children born in the 2010s, there is a decent chance that you have heard of Ryan Kaji. On the one hand, Ryan is a typical 10-year-old boy who swims, plays soccer and dreams of becoming a game developer when he grows up. On the other hand, it is anything but typical to have Time magazine publish a profile about a 10-year-old child and his multimillion-dollar business empire built upon an extremely popular YouTube channel....
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