Forbes reported that he made nearly $30 million last year.

The children’s section of YouTube is lucrative: Half of the 10 most popular videos on the platform are for children, and the catchy kids’ song “Baby Shark” is its most-viewed video. But as Bloomberg Businessweek reports, Kaji’s success goes far beyond the ad money from his videos. Like the Olsen twins and JoJo Siwa before him, he has an empire built on merchandising.

Kaji’s parents have made deals with Walmart and Target for toys and clothes, as well as TV deals with Amazon and Nickelodeon. A footwear line with Skechers is in the works. The bulk of Kaji’s revenue now comes from the licensing side.

Other children’s YouTube channels are also cashing in: Cocomelon, which has more than 100 million subscribers, has a line of toys. Pinkfong, the educational brand behind “Baby Shark,” has merchandise and a Nickelodeon series.

For more on Kaji, read the rest of Bloomberg’s story.

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Today’s episode of “The Daily” is about the Amazon union vote in Alabama. On “Sway,” Cathy Park Hong discusses anti-Asian racism.

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