Youtooz

Youtooz launched on May 28, 2019 in Regina, Saskatchewan, turning the faces of YouTube stars, Twitch streamers, and viral memes into four-inch vinyl figurines. Co-founders Austin Long, Austin Litman, and Mark Prokoudine bet that fans would pay for physical merch tied to digital personalities. They were right: within two years the company hit $30 million in sales, and by 2023 revenue reached $40 million. Creators like MrBeast, Markiplier, KSI, and Pokimane all have their own Youtooz figures, each with the brand's signature big-headed, anime-meets-cartoon style.

Youtooz expanded beyond internet personalities into major media franchises. The company now holds licenses with Disney, Paramount, HBO, and Sony Pictures, producing figures for Breaking Bad, Invincible, Hazbin Hotel, Minecraft, Fallout, and Elden Ring. Over 400 unique figures have been released since 2019. Products have grown to include plush toys, brick sets, mugs, nightlights, pins, and slippers. The limited-drop model means most releases sell out within hours, building a collector community that tracks drops like sneakerheads.

The company operates from a headquarters in Regina with a team of over 50 people across design, manufacturing, marketing, engineering, and support. In 2023 Youtooz began selling on Amazon after years of direct-to-consumer sales, and Amazon now accounts for about 5% of revenue. CEO Austin Long, who never attended college and started his first business managing creators in high school, describes the brand as sitting alongside the characters it makes rather than behind them. [edit]