BRAND PROFILE
Diana uses her global influence to embrace the power of play, believing “If you want to be something, you have to pretend to be her first.” This concept is at the core of her new lifestyle brand, “Love, Diana — The Princess of Play.” The brand wants all girls to be the princesses of their own kingdoms. The brand launched in 2020, exclusively at Walmart, with nine licensees including Headstart (dolls, doll accessories, and styling heads); Just Play (role play); Jerry Leigh (dress up); Far Out Toys (collectibles); HiJinx (plush); H.E.R. (hair accessories and jewelry); Taste Beauty (bath and beauty); Franco Manufacturing (home textiles and bedroom and bath); and KidKraft (furniture and dollhouses). Following the initial toy launch across three continents (U.S., U.K., and Australia leading the charge), Love, Diana has now expanded to include, by the end of the first quarter, toy product distributed in 14 countries, including distribution across continental Europe and the Middle East. Based on the success of the channel, the early sales, and the massive interest in the brand, pocket.watch has appointed local licensing agents covering all of Latin America, the Middle East, Southern Europe, The Nordics and CES Countries, Asia Pacific, China, and India. This network of agents includes agencies like Tycoon (Latin America), Dream Theatre (India), Plus Licensing (Nordics), and Planeta Jr. (Southern Europe). There is now a live-action/animation hybrid show on YouTube called Love, Diana Adventures; and more recently, the Love,
From left: Style Me Diana, Princess of Play Vanity, Signature Princess Dress Up, Cupcake Cart
Diana Dress Up mobile game, which features a collection of fun minigames bursting with personality, vibrant colors, and imagination that will allow kids to design their very own “Princess of Play” experience. In just a few short months, consumer products have rolled out to Target, Claire’s, and Kohl’s in the U.S.; and globally at outlets like Smyths in the UK; and Big W in Australia. Fans are eagerly embracing the “Love, Diana” brand. The Love, Diana content has already generated over 1.2 billion views. Content is available on YouTube, Amazon Prime Video, The Roku Channel, and other platforms. For the mobile game, pocket.watch has seen nearly 350% month-over-month surge in downloads, achieveing the millionth download in January. Two weeks following retail launch, the “Love, Diana” toy line skyrocketed to the No. 6 top doll brand in Australia during the week of Nov. 30. Looking ahead, by autumn 2021, “Love, Diana” toy product will be available in over 40 countries and retail distribution will approach 25,000 retail doors globally. Licensees have expanded from nine at the time of the October 2020 launch to over 40 to-date, spanning toys, apparel, home, stationery, back-to-school, sleep, and accessories. “Our growth is explosive, and we’re looking for partners to continue to bring the brand to all of Diana’s fans, and fans-to-be, across the globe,” Tucker said.
TFE_LoveDiana.indd 67
February 2021 tfe 67
2/9/21 8:21 PM