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JoJo Siwa

JoJo Siwa’s documented commercial origin dates to trademark use beginning in November 2015, with the mark filed in January 2016 and entering commerce that March. The registered JOJO SIWA mark is owned by JoJo Siwa Entertainment, LLC. In 2016, Siwa signed her first merchandising deal with Claire’s, extending the bow-centered consumer brand beyond her entertainment appearances. Nickelodeon announced a global consumer-products program in May 2017, with Siwa remaining the namesake creative figure. The brand’s early public identity combined large colorful bows, rainbow and sequin styling, and messages of self-acceptance and opposition to bullying; Siwa retained final approval over branded visual and verbal elements. In April 2024, she introduced “Karma” as part of a new musical era, with the video co-produced and co-directed by Siwa. Contemporary coverage described the shift as a move away from childhood-star branding toward a darker, more adult-oriented image.