Marketers Wanted a New Generation to Target, Hence Alphas
Emma Grey Ellis, WIRED
Ryan ToysReview, a YouTube channel helmed by a spritely 7-year-old, does product placement better than Michael Bay. Every moment of every video is a candy-colored consumerist confection, a parade of products for your preschooler to crave: board games, Nerf guns, dunk tanks, plushies of Ryan himself. It’s what made Ryan and his family $22 million last year. It’s also what got them slapped with an FTC complaint last week.