YouTube Superstar LaurDIY Delivers the Goods with Launch of Retail Collections at Michaels, JoAnn, Target and Walmart Canada


Innovative Retail Programs Supported by Social and Traditional Media



Los Angeles (October 8, 2018) – A breadth of licensed products from Do-It-Yourself queen, YouTube sensation and massive social media influencer Lauren Riihimaki, better known as LaurDIY, are currently hitting retail shelves and e-commerce.  Programs custom-designed for Michaels, JoAnn, Hobby Lobby, Target, and Walmart Canada are being supported by massive traditional and social media, including a recent appearance by LaurDIY on “Live with Kelly and Ryan.”


In addition to video integration where LaurDIY will feature licensed products in her YouTube videos, which enjoy millions of views, promotion will also include tweets, vlogs, and other social media support.  The endcap program at Michaels featuring LaurDIY licensed products, for example, was featured by Lauren in Michaels’ Facebook Live and Walmart Canada’s Instagram Live, while Target’s exclusive program for LaurDIY crafts from Mattel will see promotional programs mid-October including several product integrations.


On television, LaurDIY has appeared on “Live with Kelly and Ryan” and Cheddar TV, with additional appearances planned, while traditional print and e-content has included features with Tigerbeat, Girls Life Magazine, Inc., Entrepreneur and more.


LaurDIY also includes products on her own home page with links to all her retail partners, and others, and has created a LaurDIY brand store on Amazon to support her licensees found at and


Currently, LaurDIY enjoys over 18 million+ followers across all social media platforms and is known for her creative and super-cute craft, fashion and room décor tutorials and videos. The new LaurDIY craft products let users engage in crafting and create fun and whimsical projects, like the DIY projects seen on her YouTube videos. “By partnering with Lauren, truly an online superstar, we bring her millions of fans another way to connect with the LaurDIY brand, as well as expand her influence to even greater audiences,” said Misha Algeo, Global Brand Marketing, Mattel.


“I’m incredibly excited to see these new products at the retailers where I shop!” says LaurDIY. “My mission has always been to help my fans and followers embrace their creativity, and with these professional-quality crafting tools and great craft projects, there’s even more ways to get creative on a budget.”

LaurDIY roster of best-in-class licensing partners, including Plaid, Mattel, Cousin, and C.R. Gibson, was created by The Brand Liaison, exclusive licensing agent for LaurDIY.  For more information on LaurDIY licensing, contact Laurie Smith of The Brand Liaison at


About LaurDIY

With over 8 million YouTube subscribers and 18+ million total fans and followers, Lauren Riihimaki (a.k.a., LaurDIY) is a YouTube sensation and popular vlogger focused on DIY crafting across fashion, lifestyle and fitness.  In addition, she hosts a Facebook Watch series, “Served By LaurDIY,” offering short videos on easy-to-make snacks.  She is also known for her original satiric music videos “DIY Queen” (#1 on iTunes).  In 2017 her DIY chops earned her a Streamy Award in the Lifestyle category. Follow on YouTube, Twitter, Instagram, Facebook, Tumblr and snapchat (laurdiy).

About The Brand Liaison

The Brand Liaison is a boutique licensing agency focused on creating new revenue streams for our clients through licensing, strategic partnerships and other brand extension programs.  For licensors, our goal is to commercialize opportunities that will extend our clients' brands into cohesive product categories to maximize their licensing potential.  For manufacturers, we assist in acquiring brands and developing strong licensing programs in order to create long term retail success.  In each case, we work closely with our clients to ensure that our brand extension activities compliment the strategic goals and objectives of each client and brand that we represent.


The Brand Liaison Licensing Contact:

For LaurDIY: Laurie Smith,

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