Well known for their receptiveness to celebrity influencers, the next face gracing billboards in China won’t be another tall, skinny Chinese stunner – it’s going to be 10 year old Gavin Thomas from Minneapolis who will promote Nutritional Growth Solutions (ASX: NGS) products that assist physical development in children. 

Veering away from the proliferation of lip filler and botox consuming influencers that thrive on Instagram, Thomas has garnered more than 8 million followers from his social channels from his candid expressions in social situations. 

Such images have resulted in Thomas being dubbed ‘Fake Smile Boy’ in Chinese media while memes are also frequently shared around the world featuring Thomas who has even featured on the cover of China’s edition of Elle Magazine. 

Under the social influencer engagement, Thomas will be granted $30k in cash as well as 250,000 Options at an exercise price of $0.2731 per NGS share to promote NGS’s Healthy Height® products in China. 

“Nutritional Growth Solutions and Gavin Thomas are a great match to raise the awareness of our Healthy Height® brand in China. He’s much loved by both kids and parents alike in China who identify with his quirky personality and engage with him as a person,” said Nutritional Growth Solutions CEO, Liron Fendell. 

“Being a reasonably short boy for his age, Gavin is also already a user of our products, so will be able to communicate to Chinese families with integrity about our patented, scientifically formulated and clinically tested nutritional shakes and snacks with proven functional benefits to assist children in reaching their maximum height.” 

Thomas will also be able to secure further milestone payments through performance where his social channels and YouTube videos will filter potential NGS customers to eCommerce channels and cross-border marketplaces. 

The engagement is part of NGS’s strategy to target Chinese customers where there is demand for imported dairy products, specifically in a market where the physical development of children has been historically weaker than in Western populations. It also follows on from a recent marketing engagement with US-based entertainment company Yoola whose networks are popular in China. 

Acting on behalf of Gavin Thomas, agent Byron Ashley said, “We are beyond thrilled for Gavin to be partnering with Healthy Height.”

“Liron and the NGS team have built an incredible product and are extremely forward-thinking marketers. The demand for these products matched with Gavin’s extraordinary fanbase is a recipe for surefire success in China, and we are elated to be on this ride together”. 

If Thomas can direct enough traffic through to NGS’ online channels to achieve USD $10 million in sales over the next 2 years, he will secure a USD $500,000 performance payment with cumulative payments at $1m, $4m and $7.5m sales milestones.