JOJO Siwa’s bank balance is set for a major boost as she relaunches a business venture that once raked in an estimated £336million.
The Celebrity Big Brother star, 22, struck a licensing deal with JennZ and Thomas Global Media to release more JoJo’s Bows, the popular hair accessory.
And there’s a new twist for the latest version of the popular brand; the introduction of Joelle Bows, a host of new shapes and designs named after JoJo’s birth name.
“JoJo’s Bows were never just about what you wore, they were about how you felt,” said JoJo.
“Coming back as creative director means I get to personally shape every detail, making sure the heart, energy, and message behind the bows evolve with me and with the fans. This relaunch is for the fans who grew up with me, and for the next generation discovering their voice and confidence.”
JennZ founder and creative director Jennifer Saad added: “The JoJo Bow isn’t just an accessory it’s a symbol of confidence, creativity, and style.
“Reintroducing it for a new generation is about celebrating the magic that made it iconic and evolving it for who those fans have grown to be.”
Some 80 million JoJo Bows have been sold to date as fans flocked to replicate the dancer star’s iconic look.
The bows previously retailed between $5 to $16.
Since shooting to fame on Dance Moms as a young girl, through to a lucrative partnership with Nickelodeon as a teen, JoJo has released a huge assortment of merch.
Most of which has flown off the shelves from T-shirts and toys to shoes and accessories.
She previously told Forbes: “Early on, Nickelodeon wanted to have a meeting, where they discussed big business, and they wanted to do it without me. My Mom and I said, ‘That’s not how it works. We’ve been in this together since day one.’
“And in that meeting Pam, who is the head of consumer products, said, ‘Just so you know, if this t shirt doesn’t sell then it’s all over. That was why I didn’t want you here.’
“Now, every time I see her I laugh and say, ‘How’d that t-shirt sell?’”
Both JoJo’s business and personal life are thriving.
After meeting Chris Hughes, 33, on CBB last year, she already has one eye on marriage and kids.
But their transatlantic romance isn’t entirely smooth sailing.
She recently told fans online: “The hard part for me is like the hours that we do communicate we’re at very very different phases of our day.
“Just as I’m getting up excited to talk to him you know text him or call him he’s in the middle of his day and he’s working or he’s doing something and he’s occupied. So I find that part difficult.”
She continued: “And then the same thing like when he’s going to bed I’m in the middle of my day now occupied… so it’s a little more difficult.”
However, the pair will soon be back together to celebrate their first anniversary.