Breaking the Mould

How a chance meeting created a billion-dollar brand

Discovering JoJo Siwa on the heels of her first season on Lifetime’s “Dance Moms”, Caryn had an immediate and clear vision for JoJo beyond her talents as a dancer, envisioning her becoming a major and powerful brand and persona. Five years later, JoJo Siwa was estimated to be a billion dollar brand. Caryn sat down with Total Brand Licensing to outline the unique properties of the JoJo Siwa brand and plans for the future.

Can you tell us how you came to meet JoJo?

Coming from a strong branding, licensing, product development and marketing background, I was seeking out social media influencers/young dancers to give a social media boost to my line of tween accessories. JoJo was one of six names I intended to target. I saw online, and confirmed with her (then) publicist, that JoJo was to perform at a recital in Vegas. I spontaneously hopped on a plane to watch her “do her thing”. When I entered her dressing room, I was met by a vivacious, precocious, adorable girl (with an oversized bow in her hair and mispronounced “r”s) and her mom. The conversation was not only unexpected but would prove to be the launch pad of what I call ‘lightning in a bottle’.

And what was the potential that you saw immediately?

JoJo and her mom were incredibly pleasant. I asked JoJo to tell me about herself --and what an earful she had for me (delivered at a New York pace!). I was so incredibly taken by her...there was something more...something super special sitting in front of me. My brain started to spin so I stopped her mid-sentence and asked her what she wanted. She responded, “What do you mean?” I said, “out of life...what do you want out of life”. She knew exactly what she wanted and didn’t hesitate to let me know, with conviction!... the abbreviated version is she wanted to put a stop to bullying and essentially she was going to be the next Hannah Montana (and all that came with it). I knew immediately (with my skill set, relationships, and relentless determination) what I could do with her. I told both Jess and JoJo that, if they would put their trust in me, I would make her into a brand while building a platform with a purpose. Our path would be trailblazing....we would NOT go out as a manufactured / scripted character, but rather as JoJo herself and build a brand that stood for something authentic to this young girl’s moral core. I knew we could resonate across the globe and bridge conventional demographics and be literally limitless in her reach and legacy.

Tell us about some of licensing deals you’ve signed together?

JoJo’s brand is currently in business with over 250 global licensing partners. We trademarked JoJo’s name, designed and trademarked her double infinity heart (with a star) logo, mocked up hang cards and product samples and with our sizzle reel and style guide, and with relentless efforts, connected with an executive at Claire’s who agreed to take a chance on us. I did an exclusive licensing deal with the number one accessories licensee and launched with bows, accessories and some light makeup in all Claire’s stores across the globe. Our sales exceeded everyone’s expectations. With this proven business model we met with Pam Kaufman (now President of Viacom CBS CP), a true mogul in her space, who readily connected with my vision. We signed with Nickelodeon and, with our new founded extended team... we are sitting on over 80 million bows sold and countless top selling JoJo products in categories across the spectrum of consumer products.

What are JoJo’s unique skills that set her apart from other teen idols?

JoJo is uniquely charismatic with an energy and a light that is like no other. She was born to be an entertainer. She is also brilliantly creative with an innate business sense that leads meetings amongst seasoned executives. Beyond her talents she has the biggest heart for others and is unconditionally, unapologetically HERSELF. JoJo is the epitome of self-empowerment, kindness, inclusivity and positivity.

How do you envision the brand growing, as she herself grows older?

There is quite a bit in the pipeline but we will not be pivoting away from how we’ve been doing things. JoJo is authentic and consistent to the core.