In May of 2020, Pocket.watch announced a new partnership with Diana from “Kids Diana Show” to expand into licensed products. The new brand, called Love Diana – the Princess of Play, covers multiple categories. Diana’s YouTube channel boasts more than 5.5 billion monthly views and more than 74 million subscribers.
Diana’s internet popularity has exploded on to the licensing scene, with Diana’s product line already expanding tremendously.
“The sales are demonstrating why we think it's going to be the next hot thing,” says Stone Newman, chief revenue officer, Pocket.watch. “Within a month of being on the shelf in Australia, it was the fourth best-selling doll brand.
Diana’s brand has launched successfully across many categories. Diana boasts toy lines, clothing, a dressup game and more. From apparel in Australia with Mitch Dowd that was one of the top-selling new introductions in December in the country, to programs at Target and Walmart with collectibles and dolls, to a fashion accessories program with Claire's, audiences are already in love with Love, Diana after such a short period of time. The brand has been embraced so much so, in fact, that licensees have expanded five-fold from eight to 40 in less than a year.
“The industry is very excited,” says Newman. “We’ve shown explosive growth, where we now have over 40 licensees, we now have nine agents around the world, including coverage in India, China, Southeast Asia, Australia, New Zealand, Latin America, Southern Europe, Western Europe, the Nordics and the Middle East. There is now not a country in the world where Diana has not been presented to licensees and retailers, and I think it's very, very realistic that that number of licensees goes from 40 to well over 100 in a short period of time. Love, Diana's impact has already soared beyond expectations for online reach as well.”
Pocket.watch’s “Diana Dressup” game launched late last year, and it's already surpassed one million downloads, faster than “Tag with Ryan,” Pocket.watch’s massively successful and popular mobile app for Ryan's World. With this trajectory, Newman and other executives at Pocket.watch see even more categories for Diana in the near future.
“You will see massive expansion in the coming months from where we are today in the US with Toys at Target and Walmart to a broader category coverage at both retailers in the coming months. You will see Love, Diana’s presence expand to 5 categories at Walmart and 6 categories at Target by Summer. Our hope is to see even broader expansion where we achieve the type of broad coverage we have in Australia. Our programs at Big W, Target and K Mart are extensive running very broadly across more than 10 categories. That is explosive considering the brand debuted in Australia in November ’20.”
Diana is set to be an even more enormous force in the licensing industry, and she’s all about spreading the love. Love, Diana is now launching at Target through a large initiative focused on spreading love during the Valentine’s Day season.
Diana is "sharing the love" with her fans and created a video that showcases kids all over the world contributing to a big collaborative Valentine's Day card.
“Diana's Valentine's gift to everybody is a really special video,” says Newman. “I think we could all use a little bit of love for this global pandemic, and especially as we approached Valentine's Day, and we're really thrilled to spread that love with Diana and our family and the pocket.watch family across the entire licensing industry globally.”
Additional Love, Diana news will be shared in the upcoming months.
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