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United States JoJo Siwa has transitioned from child reality television star to an influential media personality, singer, actor, and entrepreneur, connecting with global audiences across entertainment and social media platforms.
StyleWorks developed a brand vision and style guide for JoJo Siwa, which led to celebrity brand partnerships with Claire's and Nickelodeon. Claire's also recalled a JoJo Siwa-branded cosmetics kit in 2019 due to asbestos concerns.
Nickelodeon signed JoJo Siwa to develop consumer products inspired by her, and collaborated with Danskin for JoJo Siwa collections. She also signed a talent deal with Nickelodeon in 2017.
Nickelodeon forged a partnership with Danskin, a heritage dance and activewear brand owned by Iconix Brand Group, for JoJo Siwa-themed collections.
JoJo Siwa has partnered with several notable brands, including Target, as mentioned in financial reviews of her success.
Ocean Spray partnered with JoJo Siwa in the "Power Your Holidays" social campaign, where she used Ocean Spray's new tune "Wiggle, Wiggle, Jiggle, Jiggle" to create a TikTok duet with Ocean Spray Cranberry sauce.
Siwa has connected brands such as Walmart to her Gen Z audience, celebrating her birthday at Walmart in 2017 and unveiling a new line of consumer products.
Siwa has connected brands such as Royal Caribbean to her Gen Z audience.
Siwa partnered with the American department store J. C. Penney in 2018 to release a line of accessories, bedroom decor, and a doll made in her likeness.
In January 2021, the board game JoJo's Juice, marketed for children aged 6 and above, was withdrawn from sales by game makers Nickelodeon and Spin Master after a controversy over the game's content.
In 2021, General Mills started producing a breakfast cereal called JoJo Siwa Strawberry Bop, consisting of strawberry-flavored sweetened corn puffs with marshmallows shaped like yellow and white stars, pink bows, and blue hearts.
Joelle Joanie “JoJo” Siwa was born in Omaha, Nebraska, on May 19, 2003. She began her career in reality television, first appearing as a top-5 finalist and the youngest contestant on the second season of “Abby’s Ultimate Dance Competition” in 2013. Her mother, Jessalynn Siwa, a professional dance instructor, accompanied her. JoJo Siwa later became a regular on “Dance Moms” from 2015 to 2016, quickly gaining public recognition for her energetic personality and distinctive hair bows. These early television appearances provided a platform for her to develop her public persona and artistic talents.
Following her time on “Dance Moms,” Siwa expanded her career into music and broader entertainment. In May 2016, she released her debut songs “Boomerang” and “I Can Make U Dance.” “Boomerang,” which addressed online bullying, achieved significant success, with its music video accumulating over 1 billion views on YouTube. That same year, she launched a successful line of hair bows in collaboration with Claire’s, which became a signature accessory. In 2017, Siwa signed with Nickelodeon, leading to roles in films like “Blurt!” and TV shows such as “Lip Sync Battle Shorties.” She also partnered with J.C. Penney in 2018 for a merchandise line and embarked on her first major concert tour, “D.R.E.A.M. The Tour,” in 2019, selling out over 100 arenas and becoming the youngest artist to headline and sell out the UK’s O2 Arena.
JoJo Siwa continued to achieve milestones in her career into the 2020s. In 2020, she was recognized by Time magazine as one of the “100 Most Influential People.” The following year, she made history on “Dancing with the Stars” as the first contestant to dance with a same-sex partner, placing second. She also executive produced and earned Emmy Award nominations for “Siwa’s Dance Pop Revolution” and “The J Team.” In 2024, Siwa embarked on a new musical phase, releasing her EP “Guilty Pleasure” and the single “Karma,” which garnered over 60 million streams and views. She has also increased her presence at Pride festivals globally and continues to engage with diverse audiences, marking a significant evolution in her public image and artistic direction.
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