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Centa IP to Hits Play on ‘Love Diana’ in Australia

Pocket.watch’s “Love Diana” has launched in Australia with Centa IP onboard as a licensing agent.

Centa IP has been signed to represent pocket.watch’s YouTube influencer Kids Diana Show in Australia and New Zealand.

Pocket.watch has created “Love, Diana — The Princess of Play,” a new brand built around Diana, which encompasses a new original series and a comprehensive consumer products line, including toys and apparel has just launched in stores this month.

“Pretend play has never been more important,” says Stone Newman, chief revenue officer, pocket.watch. “Millions of kids around the world have found a playmate in Diana and are inspired by her imagination. We are very proud to introduce consumer products that encourage imaginative play and capture the inherent creativity in kids. We are thrilled to be partnering again with Centa and that they are representing Love, Diana as our licensing agent in Australia and New Zealand where they are leading the charge for this Fall’s successful consumer products launch”. 

Six-year-old Ukrainian-born Diana takes viewers on adventures along with her brother Roma and parents Olena and Volodymyr along for the journey. Fans of the Kids Diana Show channels are seeing the new "Love, Diana" brand come to life, with elements of it woven naturally into the core Kids Diana Show channel, creating a more diverse video experience.

“We’re very excited to be working with pocket.watch again and building on their proven success in launching popular kids YouTube creator franchises, like Ryan’s World, here in Australia and New Zealand,” says Gail Mitchell, chief executive officer, Centa IP. “Their newest creator franchise Love, Diana will be the next superstar for girls and we’ve built a strong consumer products line that will launch to the public in early October 2020.”

Targeted to children between ages 2-7, the "Love, Diana" lifestyle product line will encompass the core characteristics of imagination, playfulness, creativity, empowerment and friendship that Diana's audience knows and loves. Centa IP has signed a robust and broad range of licensees in the following categories:

  • Headstart – Global partner for dolls, doll accessories and styling heads along with distribution for Jerry Leigh dress up and Far Out Toys collectibles;
  • Just Play – Role Play;
  • Jasnor – feeding and hydration also distributing HiJinx plush;
  • Mitch Dowd – Apparel and sleepwear;
  • Scholastic – Publishing;
  • Micador – Arts & crafts, stationery;
  • Caprice – Bags;
  • Impact Posters – Posters;
  • Bensons – Showbags and carnival plush;
  • Planet Fun – Distribution of Headstart and Far Out Toys in New Zealand; and
  • KidKraft – Furniture and dollhouses.

Pocket.watch is also extending the Love, Diana brand into mobile gaming on the heels of their p.w games division's success with “Tag with Ryan” which has garnered 12 million downloads and over 450,000 daily active users. The “Love, Diana” mobile game will feature a collection of fun minigames bursting with personality, vibrant colors, and imagination that will empower kids to design their very own "Princess of Play." It will be available in the App Store and Google Play later in 2020.

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