Consumer Corner

Littlest Pet Shop Partners With Like Nastya to Bring Collecting—and Storytelling—Back to the Spotlight

Littlest Pet Shop names Like Nastya as an official brand partner, launching a new YouTube content series and teasing more fan experiences through 2026.

Published

4 months ago

January 30, 2026

Daily News Staff

LITTLEST PET SHOP is leaning into a very 2026 reality: kids discover brands as much through screens as they do through toy aisles.

Like Nastya, one of the most popular child creators in the world, has signed on as an official brand partner of top toy brand, LITTLEST PET SHOP.

This week, the iconic collectible toy line announced a new partnership with Like Nastya—one of the world’s biggest child creators—signaling a major push to connect LITTLEST PET SHOP’s long-running “tell your own story” DNA with today’s digital-first families.

A creator partnership built on imagination

According to the announcement, Like Nastya has more than 409 million subscribers across YouTube and reaches billions of views each month. Her content is known for positivity, imaginative play, and family-friendly storytelling—an easy brand fit for LITTLEST PET SHOP, which has always centered quirky characters, customization, and kid-led narratives.

The collaboration is positioned as a “meeting of two creative worlds,” with both Nastya and LITTLEST PET SHOP encouraging kids to express themselves, dream big, and celebrate individuality through play.

In a statement included in the release, Like Nastya said she’s excited to partner with the brand to inspire kids everywhere to tell their own stories.

What fans can expect (starting now)

The partnership begins this month with a content series on Like Nastya’s YouTube channel featuring LITTLEST PET SHOP toys. Beyond the initial videos, additional pieces of the collaboration will roll out throughout 2026—described as new experiences, surprises, and fresh ways to play.

For toy brands, that “reveal over time” approach is increasingly the playbook: keep the community engaged with ongoing drops, creator activations, and new touchpoints that extend beyond a single product moment.

A legacy brand with a modern relaunch

LITTLEST PET SHOP is no newcomer to fandom. The brand first launched more than 30 years ago and has sold over 1 billion pets to date. Its staying power has always been tied to collectability—plus the way kids (and collectors) build personalities and worlds around each pet.

The release also highlights the brand’s recent momentum: LITTLEST PET SHOP was relaunched in 2024 under a licensing agreement between brand owner Hasbro and Basic Fun!, the global toy marketer behind the current line. The Generation 7 pets quickly returned to best-seller status, driven by a new wave of young fans and longtime collectors who never really left.

Why this matters for toy marketing right now

This partnership is a clear signal that toy marketing is no longer just about commercials and endcaps—it’s about creators who can make play feel immediate, shareable, and story-driven.

Basic Fun!’s Maureen Dilger, Vice President of Global Brand Marketing, emphasized that Like Nastya reflects what LITTLEST PET SHOP stands for: imagination, self-expression, and “scroll-stopping stories.” Hasbro’s Marianne James, Senior Vice President of Global Licensing, framed the partnership as a way to connect the brand’s legacy with today’s digital generation—while still honoring collectors who have supported the franchise for decades.

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In other words: this isn’t a pivot away from the core fanbase. It’s an expansion of the storytelling ecosystem.

Where to follow LITTLEST PET SHOP

Fans can find more information about the LITTLEST PET SHOP brand and product line at LittlestPetShop.com and by following the official @LITTLESTPETSHOP social channels.

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