JoJo Siwa Reclaims Her Multimillion-Dollar Bow Empire

The former child star opens up about growing up in the industry and regaining control of the brand she built as a teenager.

Published on Feb. 23, 2026

Got story updates? Submit your updates here. ›

JoJo Siwa, the former "Dance Moms" star, has been in the spotlight since she was a child. At the height of her fame, she had a multimillion-dollar bow business backed by a licensing deal with Nickelodeon. However, Siwa struggled to maintain control over her brand and image, leading to public conflicts with the network. Now 22, Siwa has reclaimed the rights to her bow company and is launching new collections, this time with complete creative control.

Why it matters

Siwa's story highlights the challenges that child stars face in maintaining ownership and creative control over the brands they help build. Her fight to regain control of her bow empire reflects the broader issue of young performers being treated as commodities rather than individuals. Siwa's experience also sheds light on the importance of artist-owned intellectual property and the need for greater transparency and collaboration between entertainers and the companies that profit from their work.

The details

At the height of her fame, Siwa's bow business, JoJo Bows, was backed by a licensing deal with Nickelodeon and sold over 80 million units, generating over $400 million in revenue. However, Siwa felt she had little control over the direction of the brand, even as it became a global phenomenon. She clashed with Nickelodeon over creative decisions, such as the design of a JoJo doll, and eventually publicly criticized the network for treating her as a "brand" rather than a "real human being." After waiting out her contracts, Siwa has now launched her own bow collections, with complete control over the designs and creative direction.

  • Siwa started selling bows with her mom when she was around 4 years old.
  • Siwa's bow business, JoJo Bows, peaked in sales around 2016-2017 after her Nickelodeon deal.
  • Siwa publicly criticized Nickelodeon in 2021 for the way they treated her.
  • Siwa is launching new bow collections in 2026, including a special line for her 23rd birthday in May.

The players

JoJo Siwa

A 22-year-old former child star who rose to fame on "Dance Moms" and built a multimillion-dollar bow empire, which she is now reclaiming creative control over.

Jessalynn Siwa

JoJo Siwa's mother, who co-founded the JoJo Bows company and has been a key partner in managing her daughter's career.

Nickelodeon

The television network that signed JoJo Siwa to a multi-year talent and licensing deal in 2017, helping to scale her bow business but also limiting her creative control.

Michael Lembeck

The director of the Nickelodeon-produced film "The J Team," who clashed with Siwa over her signature look and style.

Pam Kaufman

The former president of consumer products at Nickelodeon, who Siwa says approved a JoJo doll design without consulting her.

Got photos? Submit your photos here. ›

What they’re saying

“The best thing I ever did was put my foot down when I needed to and say, 'This isn't happening.'”

— JoJo Siwa (Business Insider)

“My job is to tell her the truth. We're like a two-person team: A pitcher and a catcher.”

— Jessalynn Siwa, JoJo Siwa's mother (Business Insider)

“To have her be the queen of the bows … and have people loving them because they love your daughter and they want to be like her, it's so crazy. It's unreal.”

— Jessalynn Siwa, JoJo Siwa's mother (Business Insider)

What’s next

Siwa plans to launch two new bow collections in 2026, including a special line of 23 bows for her 23rd birthday in May.

The takeaway

JoJo Siwa's journey from child star to business owner highlights the importance of artists maintaining creative control and ownership over the brands they help build. Her fight to regain the rights to her signature bows serves as a cautionary tale for young performers, while also inspiring others to prioritize their artistic vision and not let their work be dictated by corporate interests.