Jay Jeon is an unassuming mogul. No-one takes notice of him as he slips into the corner booth at the Italian steakhouse steps from his Orange County office on a sunny Friday. Most toddlers who knew what the trim, soft-spoken 55-year-old does would have gone nuts.

Jeon runs Cocomelon, a YouTube channel dedicated to nursery rhymes and original songs, whose animated children and creatures generate about 2.5-billion views in a typical month. That translates into as much as $11.3m in monthly ad revenue, according to estimates from industry analyst Social Blade.

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