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Monthly Archives: April 2016

How toy unboxing channels became YouTube’s real stars

Like most pre-school children, Ryan loves playing with toys from cars, trains and Lego to Disney toys, Play-Doh and Minions. Unlike most pre-school children, he s playing with those toys for an online audience of millions.

Ryan is the young star of Ryan s Toys Review1, a YouTube channel with more than 2.5 million subscribers and 4bn video views startling figures given that his channel only launched in March 2015. Ryan s toy reviews are so popular that he was the second biggest channel on YouTube in March 2016 according to online-video industry site Tubefilter2, which uses data from analytics firm OpenSlate. He may soon be topping that chart: in March, Ryan s 645.2m video views were only slightly less than Justin Bieber s 646.2m views that month.

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There are plenty more toy channels where Ryan sprang from: toy reviews and unboxings are one of the biggest genres on YouTube3. Twenty of the top 100 channels are focused on toys: Disney Car Toys Club, Fun Toyz Collector, Toy Monster, Toys and Funny Kids Surprise Eggs, CookieSwirlC, Blu Toys, Hobby Kids TV and Disney Car Toys4 all join Ryan in the top 50. Between them, these 20 channels racked up 4.7bn video views in March alone, capitalising on the massive amount of children flocking to YouTube.

Children may love watching toy unboxings, but not everyone is so happy with this trend. Criticism of the YouTube Kids app launched by Google in 2015 has included concerns about whether toy channels blur the boundaries between TV and advertising too much5. There is more to the burgeoning world of children s YouTube channels than toys, though. British Minecraft gamer Dan The Diamond Minecart Middleton had the 12th biggest YouTube channel in March with 337.4m views, for example. He is now building his online popularity into offline income with a sold out UK tour6.

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Nine nursery rhyme channels are in the YouTube top 100 chart, headed by another British channel sixth-placed Little Baby Bum with its 492.4m March views. Baby Big Mouth (322.9m views) and ChuChu TV (318.5m) are also riding high. Russian cartoons are proving popular: Masha and the Bear was the eighth biggest YouTube channel in March with 456.3m views, closely followed by ninth-ranked Get Movies with 418.4m views.

In total, 42 of YouTube s 100 biggest channels that month were aimed at children, generating 10.3bn video views. Only two of them came from well-known traditional kids brands: Disney Junior UK s channel in 50th place on the Tubefilter chart with 200.7m views, and Lego s channel in 63rd place with 169.9m. It s a sign of the strange new online-video world that those two Lego and Disney channels combined still fall nearly 275m views short of a child called Ryan playing with whatever toy his parents have surprised him with that week.

That said, Disney and Lego are among the most popular products reviewed on the big toy channels, so they are unlikely to be complaining too much about this trend.

Little Baby Bum: how UK couple built fifth-biggest YouTube channel7


  1. ^ Ryan s Toys Review (
  2. ^ online-video industry site Tubefilter (
  3. ^ YouTube (
  4. ^ Toys (
  5. ^ blur the boundaries between TV and advertising too much (
  6. ^ a sold out UK tour (
  7. ^ Little Baby Bum: how UK couple built fifth-biggest YouTube channel (

Toy Review Tuesday: SH Figuarts Kamen Rider Decade

This week’s Toy Review Tuesday taking a look at the impressive S.H. Figuarts Kamen Rider Decade in all it’s glory. Come inside to watch the latest episode and see my new obsession!

I m getting into getting some more Kamen Rider Figuarts and one of the series I really liked was Kamen Rider Decade which helped unite the worlds of the previous nine Heisei Riders. Look if all that went over your head just catch me at a bar or a con one day and I ll fill you in. So the first Decade figure was, well it was okay for its time and due to the look of it it wasn t high on my list to get but here come this new figure done in the Shinkocchou Seiho style. Basically better body proportions to look like a person wearing a suit.

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Decade here looks really great and the detail is something I can t even express in type, (hence why I made a video): down to the weapons, the driver, and these tiny cards that the figure has. Honestly if there s a choice between a regular Figuarts of a Rider and this particular design I’m going with this one. No regrets and worth the extra dollars. Get it quickly cause these guys sell out quick.

Toy Review Tuesday is your spot for reviews on the latest toys and collectibles that you care about. We examine how they’re built, the quality of the sculpt, and whether or not it’s something that’s worth your attention! Be sure to check back with us every Tuesday for all new reviews.

For all the latest news in the world of geek (from toys to comics and more) be sure to hit up our official Geek Approved 1page on the site!

-Jason The X

Great another thing for me to obsessivly collect. It’s a vicious cycle that I don’t want help for. Follow me on Twitter and Instagram @JasonTheX


  1. ^ Geek Approved (
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