Vivid has announced a new partnership with pocket.watch and its new YouTube star – the charismatic, six-year-old face of the Kids Diana Show.

Each month, the Kids Diana Show YouTube channel receives more than 5bn views globally, according to Tubefilter. And, with the talent of pocket.watch behind her, Diana is set to enlighten and inspire her UK audience, with toys and apparel due to launch on shelf next month.   

To support the global launch of the Diana collection, pocket.watch has produced 40 episodes of Love, Diana, a live-action and animated hybrid series with stories that help to teach positive lessons about friendship, family, creativity and the power of play. 

Nick Thomas, general manager of Vivid, says: “We are delighted to be partnering with pocket.watch again and start such an exciting journey to entertain and inspire girls with Love, Diana.  

“Ryan's World proved that you can disrupt the traditional toy sector because children relate to and admire their YouTube superstars and want to play with their toys. Ryan remains in the UK NPD charts in the top 10 fastest growing new properties. We are all looking forward to replicating this success with exciting and innovative Diana products.” 

Working with lead partners Far Out Toys (collectables), Jerry Leigh (dress up), Taste Beauty (bath and beauty), Headstart (dolls, doll accessories and styling heads) and HiJinx (plush), Vivid will be distributing a wide range across different product categories, price points and play experiences to allow young girls to interact, role play and become their very own Princess of Play.    

Stone Newman, CRO, pocket.watch, says: “Pocket.watch is thrilled to continue our relationship with partners like Vivid to bring Love, Diana to expand the reach of the Love, Diana franchise and to deliver fun and inspiration to young girls on a global scale.”