The Soul Publishing

Legally Speaking

Total Licensing talked to TheSoul Publishing’s Director of Licensing, Ines Pacheco as the creator breaks ground as a first-time exhibitor at the 2022 Licensing Expo

Ines Pacheco

Global Digital Content Leader Offers Licensing Partners Unprecedented Audience Reach

TheSoul Publishing has an incredible content portfolio! What took you so long to break into licensing?

Ines Pacheco: “Over the last few years TheSoul Publishing has focused on creating some of the world’s most popular digital content. And global audiences have truly responded. In fact, Tubular Labs ranks TheSoul as the most viewed creator across social media. With an incredible global audience that includes more than one billion subscribers we feel now is a great time to join the licensing party and showcase in Vegas some of our most popular brands. I joined the company in October and am ready and excited to share with partners the unlimited potential we have to offer.”

5-Minute Crafts is your flagship brand. Can you tell us more about the channel and its reach?

“5-Minute Crafts quite simply is a global phenomenon. It is the only

channel to consistently rank in the top ten on both Facebook and YouTube. It’s the top digital DIY brand in the world, and from a licensing standpoint I see an incredible variety of product opportunities across publishing, tools, art supplies, kits, toys, and gifts that could benefit from a partnership with 5-Minute Crafts.”

Outside of 5-Minute Crafts, what does your studio’s content look like?

“TheSoul Publishing is known for producing entertaining, positive and original content for a global audience. Our content features cutting-edge 3D technology, stop motion, fun liveaction, music videos, inspirational craft projects, and vibrant animation. Our portfolio of popular channels – including 123 GO!, La La Life, Avocado

Couple, Polar, Baby Zoo, and SMOL — are distributed across social media and streaming platforms such as YouTube, Facebook, Instagram, Pinterest, SnapChat, TikTok, Roku, Amazon Prime, and more.”

What categories are you most focused on?

“We have an incredibly deep portfolio of brands. Everything from kids content, to DIY, to music, so we’re looking for partners across multiple categories. For our flagship channel, 5-Minute Crafts, we see potential in publishing, activities / crafts, tools, and novelty / gifts. The toy and game category makes a lot of sense for our Baby Zoo and Muffin Socks channels. And then there’s 123 GO! which given its fan base is a natural fit for beauty and apparel and accessories. While that’s just a few of our options, the bottom line is if you’re looking to work with a content creator with global reach, we’re going to be a great partner.”

Tell us about you. How did you wind up at TheSoul?

“Most recently I managed the global operations for brand licensing as BuzzFeed’s vice president of licensing and brand design operations. My brand experience includes kitchenware, toys and games, food and beverage, pets, apparel, and publishing. I also developed marketing campaigns for licensed products while I was there, while building brand guidelines, creating logos and overseeing package design. Before that, I worked on the advertising side of the business doing pricing and sales operations at BuzzFeed and The Wall Street Journal. It’s been a fun ride, and I couldn’t be more excited to be at TheSoul right now as we explore some incredible licensing opportunities.”