THIS IS RYAN.
AT FIRST GLANCE HE SEEMS LIKE A
TYPICAL FIRST GRADER.
7 YEARS OLD HE LOVES SOCCER, HIS
DOGS AND HIS FAMILY, BUT RYAN IS
ALSO THE FACE OF A FAST GROWING
TOY EMPIRE.
IT SPRUNG FROM HIS WILDLY
POPULAR YOUTUBE CHANNEL, RYAN'S
TOY REVIEWS.
>> IT'S A DOG.
>> REALLY?
>> WHAT'S IT LIKE WHEN YOU COME
TO A STORE AND YOU SEE YOUR FACE
ON A TOY?
ON A BUNCH OF TOYS?
>> REALLY EXCITED BECAUSE IT
MAKES ME SURPRISED THAT MY TOYS
ARE THERE.
>> HI, MOMMY.
>> RYAN ROSE TO STARDOM AT JUST
3 YEARS OLD.
HIS YOUTUBE CHANNEL WHICH SHOWS
HIM UNBOXING AND PLAYING WITH
TOYS AT HOME HAS 17 MILLION
SUBSCRIBERS AND COUNTING.
THE VIDEOS HAVE BEEN WATCHED 25
BILLION TIMES.
>> WHEN DID YOU GUYS START
REALIZING THAT RYAN WAS MAYBE A
THING ON YOUTUBE?
WHEN DID IT START HAPPENING?
>> MAYBE LIKE FOUR MONTHS AFTER
WE STARTED?
>> YEAH.
>> STARTED SEEING BIG, HUGE
SPIKE ON THE VIEWS.
>> WE'RE LIKE, WE DON'T HAVE
THIS MANY FAMILY MEMBERS.
>> "FORBES" NAMED RYAN'S THIS
YEAR'S HIGHEST PAID YOUTUBER
BRINGING IN AN ESTIMATED $22
MILLION.
>> YES!
>> THAT NOT SO PINT SIZED
PAYCHECK IS EXPECTED TO GET EVEN
BIGGER WITH HIS TOY LINE, SLIME,
SQUISHIES AND BIKES WITH HIS
FACE FRONT AND CENTER.
THE HOTTEST OF THEM ALL RYAN'S
MYSTERY GOLDEN EGG USUALLY SOLD
OUT IN STORES NOW FETCHING BIG
BUCKS ON EBAY.
>> SHE WANTS TO MEET RYAN LIKE
EVERY DAY.
SHE'S ALWAYS WATCHING HIS VIDEOS
ALL DAY EVERY DAY.
>> ACCORDING TO THE CEO OF
POCKET WATCH, THE ONE WHO HELPED
BROKER HIS TOY DEAL, THE SECRET
OF RYAN'S SUCCESS IS KIDS
IDENTIFYING WITH HIM OFF THE
BAT.
>> THEY SEE THEMSELVES IN RYAN
IN A WAY THAT I DON'T THINK THEY
DO WITH STARS THAT COME FROM TV
AND FILM.
>> THE SUCCESS HAS STORES
RETHINKING WHICH TOYS GO ON
THEIR SHELVES AND ONLINE, TOO.
>> THEY'RE VERY DEPENDENT ON
SOCIAL MEDIA SO IF YOU THINK OF
THINGS LIKE HATCHIMALS,
SHOPKINS, THEY ARE BUILT TO
FOSTER AN ECOSYSTEM OF KIDS
MAKING VIDEOS OF THOSE TOYS
BECAUSE THAT'S HOW YOU REACH
KIDS AND FAMILIES.
>> RETAIL EXPERTS SAY RYAN IS
SOMETHING OF A PIONEER.
ONE OF THE FIRST YOUTUBERS TO
SUCCESSFULLY GO FROM AMATEUR
YOUTUBE STAR TO TOY TYCOON AND
RETAILERS PERPETUALLY WORRIED
ABOUT LOSING SHOPPERS ARE
SNAPPING TO ATTENTION.
>> THAT'S HUGE FOR BRICK AND
MORTAR RETAILERS, IT'S DRIVING
PARENTS INTO STORES AND IT'S
DRIVING THEM TO SEEK OUT THE
PRODUCTS.
>> HE HAS A NEW GAME, BOOK,
STREAMING SERIES AND GROWING UP
TO DO.
>> WHAT DO YOU WANT TO BE WHEN
YOU GROW UP?
>> I WANT TO BE -- H'M.
I WANT TO BE A GAME DEVELOPER.
>> A GAME DEVELOPER?
THAT'S SO COOL.
>> I WANT TO DO VIDEOS AND
DEVELOP GAMES.
>> EXPANDING HIS EMPIRE NO
KIDDING AROUND.
FOR "SUNDAY TODAY" JO LIN KEMP.
>> $22 MILLION AND HE'S 7.
WHAT A STORY.
JO, THANK YOU VERY MUCH.
BY THE WAY, MOM