Industry News


7 Oct - 2020

Kids’ lifestyle line, including colorful toys and dress-up sets, launched exclusively at Walmart Oct. 5

Pocket.watch, the studio behind global franchises from the YouTube stars and characters loved by Generation Alpha, announced the launch of a new consumer product line for kids, “Love, Diana – The Princess of Play,” available Oct. 5, 2020, with Walmart as the exclusive retail partner. The global lifestyle brand, based on Diana, star of the massive YouTube channel Kids Diana Show, features dolls, doll accessories, and styling heads; plush toys; hair accessories, and jewelry; collectibles; bath and beauty; furniture and playsets; and more.

Amid social distancing, playtime looks different as families navigate a new normal,” said Stone Newman, pocket.watch CRO. “However, pretend play remains an essential part of children’s growth, and it’s inspiring to see millions of kids and families around the world have found a playmate in Diana. We’re proud to introduce consumer products that encourage imagination and capture the inherent creativity in kids. We are thrilled to be partnering again with Walmart and that they are supporting Love, Diana as our exclusive launch partner.”

Dubbed the “Princess of Play” by her 143 million subscribers, Diana is the reigning authority of pretend play for Generation Alpha and was last month’s No. 2 most-viewed YouTube channel based in the U.S. with over 3.4 billion monthly views. Boasting 14 channels with family-friendly content translated in nine languages, Diana uses her global influence to embrace the power of play for good, imagining a new world for a new generation of girls.

Targeted to ages 3+, the Love, Diana lifestyle product line will encompass the core characteristics of playfulness, creativity, empowerment, and friendship that Diana’s audience knows and loves. It will foster imagination and pretend play at a time in the world when kids are challenged to entertain themselves both on- and off-screen.

We’re thrilled to partner with pocket.watch to bring the beloved star Diana to homes everywhere through dolls, pretend play dress-up, and more, during a time when play is more important than ever before,” said Steve Ronchetto, Vice President of Toys at Walmart.

In conjunction with pocket.watch’s online and in-store launch of Love, Diana at Walmart, the company kicked off “Love, Diana Adventures,” a live-action and animated hybrid series that debuted Sept. 5 on YouTube with over 10 million views in just four days on the first episode. The eight prequel episodes, first six episodes, and accompanying theme-song music video have generated an astounding 200 million views to date. Production for the 40-episode series is helmed by pocket.watch’s Chief Content Officer and award-winning kids producer, Albie Hecht, also the creator of the No. 1 television series for preschoolers, pocket.watch’s “Ryan’s Mystery Playdate” on Nickelodeon. The series will also be debuting across pocket.watch’s OTT Network which includes Amazon Prime Video, The Roku Channel, PlutoTV, Samsung TV Plus, Sling and direct-to-consumer apps on iOS, Android, Fire TV and Apple TV in October.

Pocket.watch is extending the Love, Diana brand into mobile gaming on the heels of the company’s p.w Games division’s success with ‘Tag with Ryan,’ which has garnered over 15 million downloads and over 300,000 daily active users. The Love, Diana mobile game will feature a collection of fun minigames bursting with personality, vibrant colors, and imagination that will allow kids to design their very own “Princess of Play” experience. It will be available on iOS and Android devices later in 2020.

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