Joe Sugg and sister Zoë have grown into adulthood under the ring-light — as a YouTube star across the UK and Ireland, Joe found success in providing entertainment for the masses, be that in a rectangle on a laptop or on our TVs on 'Strictly Come Dancing'.

If, like us, you remember the days on YouTube that were all about 'The Boyfriend Tag', 'Monthly Favourites', and cross-channel meetup videos, we're dead certain that you'll remember ThatcherJoe or as he's known more generally nowadays, Joe Sugg.

YouTube, especially back in the 2010s before 'day in the life' style vlogging was much of a trend, videos were curated with extreme attention to detail that was very of its time; sets were designed, concepts were originated, guests were wrangled, editing was a fine art, and the production quality was high for these online stars who seemed to be winging it at the time.

Truly, we're not shocked that Joe Sugg is launching his own production company now, he's got the chops. Not only is his company Final Straw Productions backed by the BBC, but he's also joined by 'Top Gear' executive Sacha Grimsditch as Development Executive to get the company up and running.

Of the opportunity, Sugg said "My head has always been so full of ideas, so to be able to have the opportunity to build a great team who can help bring these ideas to life with the backing of BBC Studios and their guidance and expertise is fantastic".

Final Straw Productions is set to focus on multi-generational entertainment and factual entertainment. The content will probably a far cry from 'Sister does my makeup challenge' videos from years gone by but we're sure we'll love it just the same.

Final Straw Productions will launch on September 1st 2022.