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“Why do you like JoJo?” I ask my seven-year-old.
“I like her songs,” she answers. “And I like her dog.”
And her bows? I ask, looking at the oversized satin clip-ons – two of them, she’s trying to find room for on her head right now.
My daughter can sense there’s something going on here.
“I’m pretty sure she’s a good role model, Mum,” she says, with a tilt of the head that suggests she’s trying to read me. “I think she believes in… women.”
I have no idea if 16-year-old JoJo Siwa believes in women. I just know that “I’m coming back like a boomerang!” is yelled out way too often in my house, and those bows are… not tasteful.
Watch: Jo Jo Siwa’s music video, Boomerang. Post conintues below…
If you have no idea who JoJo Siwa is, you don’t have a daughter aged between 4-12.
She’s a YouTuber, what we might have once called a ‘pop-star’ and a merchandising goddess. Her oversized satin bows keep Pixie Curtis up at night – flying out the door at an alarming rate. She got her start on the reality show Dance Moms, broke out and became something of a mini-mogul. She is now an obsession. A one-word marketing juggernaut. Did I mention she’s 16?