Vivid and collaborate on Love, Diana

Published on: 3rd September 2020

Toys and apparel based on the YouTube star are due to hit shelves next month. 

Love. DianaDiana, the 6-year-old star of YouTube Kids Diana Show, enjoys over 5b views a month globally according to Tubefilter, and – with behind her – she is now set to enlighten and inspire her UK audience as toys and apparel are due to launch on shelf next month. To support the global launch of merchandise, has produced 40 episodes of Love, Diana, a live-action and animated hybrid series with stories focusing on positive lessons about friendship, family, creativity and the power of play.

“We are delighted to be partnering with again and start such an exciting journey to entertain and inspire girls with Love, Diana” says Nick Thomas, general manager of Vivid. “Ryan’s World proved that you can disrupt the traditional toy sector because children relate to and admire 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 (collectibles), 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 kids to interact, role-play and become their very own ‘Princess of Play’.

“ is thrilled to continue its relationship with partners like Vivid to expand the reach of the Love, Diana franchise, and to deliver fun and inspiration to young girls on a global scale,” said Stone Newman, CRO,


Gibsons #PuzzleItForward campaign to offer free puzzles

IMC Toys welcomes Carolina Perez-Amaya to sales team

Toymaster signs another new recruit

More new roles added to Toy World’s recruitment section

Orchard Toys and Money Heroes extend partnership on learning board game

Boat Rocker’s Dino Ranch set for live stage shows

Cepia signs Curiosity Ink Media for Cats vs Pickles licensing

Toys R Us to launch Geoffrey’s World Tour

Smoby to highlight range with Gloworm Festival sponsorship

Totally Toys of Castlebar joins Toymaster