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How YouTube Unboxing Videos Helped Kids Take Over the Toy Industry

It’s “created a revolution, not an evolution,” says one media executive.

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How YouTubers Changed the Toy Industry

About five years ago, MGA Entertainment was a middling toymaker struggling for relevance. And then one night founder Isaac Larian stumbled across a growing fad on YouTube generating millions of views: iPhone unboxing videos.

“I was frankly shocked and flabbergasted,” said Larian in the latest episode of System Shock, a series from Bloomberg Quicktake. “Why would anyone buy an iPhone, take it home and show it on the camera?”