The Love, Diana franchise, made by pocket.watch in collaboration with Diana, a 7-year-old Youtube superstar, is a huge global success. Here are its latest novelties
With billions of views and hundreds of products distributed on every continent outside of Antarctica, Love, Diana is the latest brand to demonstrate the global power of online influence. The Love, Diana franchise harnesses the industry leadership of pocket.watch in collaboration with Diana, a 7-year-old superstar, whose YouTube channel, Kids Diana Show, is regularly the most-watched YouTube channel in the United States and among the most-watched channels globally, according to Tubefilter. Diana is the #2 best known kids’ YouTuber, behind only Ryan’s World, per an Ipsos Survey. Alongside her older brother, Roma (8), and her baby brother, Oliver (7 mo), Diana tells fantastical stories to her global audience, translated into over a dozen languages, including a new Italian YouTube channel, soon to launch in the Italian market by European distributor Giochi Preziosi. With the pocket.watch franchise strategy, the Love, Diana brand extends across content, consumer products, and publishing.
On the content arm, “Love, Diana Adventures,” a hybrid animation and live-action show starring Diana and Roma, has garnered over 1B cumulative views. In the show, Diana, the Princess of Play, and her dynamic brother, Roma, are whisked into the animated Land of Play, where they pretend play to save the day! This year, In its second season, Love, Diana Adventures introduced Dawn, the Duchess of Daring, a “shero” of color, further expanding the extensive cast of animated characters. Through pretend play, Diana and Roma model self-expression, learning new skills, and dreaming big, always stepping into new roles. Like the Love Diana song, “Play It, Be It!” Pretend play acts as an exploratory step into identity construction, building kids’ confidence and their ability to create narratives.
In addition to pretend play storytelling, the Love, Diana brand leans into music within content and products. Diana is the #1 made-for-kids music creator on YouTube, with viewership numbers that rival traditional pop stars: over 2.8B views on all music videos, including 669M views for “Lighter,” and 237M views for “Candytown.” Music provides a unique and catchy hook for products as well. The Fashion Fabulous Magical Musical Castle, out soon from Far Out Toys, plays 3 of Diana’s most popular songs from the DJ booth and light-up dance floor. The Sing-Along Diana and Candytown Diana dolls from HeadStart play Diana’s iconic songs, with kid-sized microphones kids can use for their own performances.
Within the world of publishing and games, Love, Diana books are new for 2021 with Harper Collins, “Love, Diana Meet Diana,” and expanding to global territories. The Love, Diana Fashion Fabulous Dress Up app crossed 7M downloads, inspiring fashionistas to express themselves with daily styling challenges on a range of diverse avatars. Love, Diana will continue to lean into gaming with Love, Diana Pet Dash, an endless runner game releasing this Fall and featuring Diana’s pet friends from the Land of Play!
Love, Diana continues to expand across the world at retail, with a feature in the Target Holiday catalog in the United States, and placement in stores like Claire’s, Walmart, Asda, and Big W.
This fall, Diana will visit Los Angeles for the first time since the brand launched last year, where she’ll receive the Hollywood treatment with an exclusive party at the Sugar Factory in Los Angeles, photoshoots and filming a very exciting new musical special – more information to come! The future shines for Love, Diana!