Qlay Co, the company behind the YouTube franchise Spy Ninjas, has rebranded as Spy Ninjas Entertainment as part of a broader expansion strategy focused on content production, talent development and franchise growth.
The independently owned company, founded by creators Chad Wild Clay and Vy Qwaint (pictured), said it will invest $25 million to expand its production capabilities and content pipeline. Planned initiatives include the expansion of operations at its 65,000-square-foot Las Vegas production facility and the hiring of 50 additional employees during 2026 across creative, production and entertainment roles.
The company has also appointed Shelly Soriano, formerly chief operating officer of Jubilee Media, as president of Spy Ninjas Studios. Soriano will work alongside Qwaint and Clay to oversee growth across new content formats and business lines.
According to the company, future areas of focus include scripted and unscripted programming, animation, free ad-supported streaming television (FAST) channels and other digital and traditional entertainment opportunities. The company also plans to pursue additional revenue streams through partnerships and acquisitions.
A key component of the investment is the launch of the Spy Ninjas Creative Class, a training and recruitment initiative designed to develop emerging creators and storytellers for the franchise and broader digital entertainment sector.
Spy Ninjas began as a YouTube series blending serialised storytelling with creator-driven content formats. The franchise reports more than 47 million subscribers and 18bn lifetime views across its channels, including more than 1bn views during 2025.
