Dealbase

Reformation tapped Olivia Jade to front its fall “Good Sport” campaign, leaning into the influencer’s connection to the 2019 college admissions scandal. Her parents, Lori Loughlin and Mossimo Giannulli, were accused of paying to have Jade and her sister admitted to USC as rowing recruits despite neither competing in the sport. Reformation shot the campaign on a college campus, used lines about “studying Olivia’s outfits” and a “lesson” in dressing, and released a limited-edition “college” sweatshirt. All net proceeds from the sweatshirt will go to college-access nonprofit YES Scholars.

Amelia Dimoldenberg is bringing the final season of her hit interview series Chicken Shop Date to Netflix, with new episodes premiering simultaneously on the streamer and her own YouTube and social channels. Netflix has also licensed a selection of previous episodes, extending a show Dimoldenberg has independently built since 2014 to its global audience.

PerfectTed partnered with The Girls Bathroom hosts Sophia Tuxford and Cinzia Baylis-Zullo to launch a limited-edition banana bread matcha latte, turning the creators’ long-running love of banana bread into a ready-to-drink product. The collaboration launched exclusively in Tesco on October 5.

Chamberlain Coffee has partnered with Pinterest for a second limited-edition collection inspired by one of the platform’s predicted trends. Emma Chamberlain chose the nature-inspired “Wilderkind” trend and used Pinterest boards filled with forest scenes, blueberries and animals to help shape an almond-flavoured coffee blend, blueberry syrup, mug and picnic blanket.

The Sidemen have partnered with Google Gemini for its Back to School campaign, kicking off with a 24-hour forest survival challenge on Sidemen Sunday. Gemini was built into the episode to help the group complete challenges. The partnership will continue with a series of videos on MoreSidemen from late October.

Old Navy has partnered with YouTuber MrBeast on a multiyear deal as the retailer looks to make creators a bigger part of its marketing strategy following a difficult sales period. The partnership launched with Old Navy’s 2026 back-to-school campaign and used comedy, giveaways and student-focused activations, including giving students cash prizes and Old Navy gift cards by answering meme-themed questions.

Disney has signed a major content and development deal with kids creator Like Nastya. The deal will bring selected Like Nastya videos to Disney+ and include a new animated preschool series for Disney Jr. and Disney+, as well as original live-action content for kids, tweens, teens and families.

Disney has partnered with Dhar Mann and his production company, Dhar Mann Studios, to produce a 20-episode series aimed at kids, teens, tweens and families. The partnership follows a similar deal Mann struck with Fox Entertainment in January to produce 40 narrative-driven vertical micro-dramas for My Drama, the app owned by Ukrainian company Holywater.

Rhett and Link, the YouTube duo and hosts of Good Mythical Morning, are partnering with Burger King to test its “Whopper Guarantee”, following an earlier Good Mythical Morning episode in which they compared Whoppers from different locations. The campaign includes an integration in a Good Mythical Morning episode, three Rhett and Link-led ads across YouTube and connected TV, and a two-week takeover of the show’s YouTube channel.

AI education creator Catherine Goetze, known online as CatGPT, has taken an equity stake in talent management company Smooth Media and joined the business as a strategic adviser. Goetze will bring a creator perspective to Smooth Media’s ambition to build a leading management company for knowledge creators.

Netflix is expanding its creator-led programming push, striking a new deal with Drew Binsky to bring his unique travel content to its platforms.

Beast Industries has entered into a multi-year partnership with Google spanning Gemini and Google Health, expanding MrBeast's relationship with the tech giant beyond YouTube. The partnership kicked off with a video in which three teams race to survive the jungle, desert and Arctic, using Gemini to help navigate dangers and changing conditions. MrBeast will also appear in Google's wider Gemini campaign and integrate Fitbit Air into an upcoming challenge.