Press Releases

Centa IP Represents Love, Diana for Australia & New Zealand

Global licensing agency Centa IP has been signed to represent’s hottest YouTube influencer Kids Diana Show in Australia and New Zealand. has created “Love, Diana — The Princess of Play,” a new brand built around Diana, which encompassess a new original series and a comprehensive consumer products line, including toys and apparel has just launched in stores this month.

The franchise stars Diana from the YouTube channel Kids Diana Show, the third-largest YouTube channel in the world. Diana’s massive global reach across her YouTube channels has garnered over 148 million subscribers and over 70 billion lifetime views since the first channel launched in 2015!

Kids Diana Show’s meteoric rise most recently captivated over 40 million monthly viewers in Australia and over 7 million in New Zealand in August. The network of channels starring Diana translated into nine different languages, generated over 5 billion views in August!

“Pretend play has never been more important,” said Stone Newman, CRO. “Millions of kids around the world have found a playmate in Diana and are inspired by her imagination. We are very proud to introduce consumer products that encourage imaginative play and capture the inherent creativity in kids. We are thrilled to be partnering again with Centa and that they are representing Love, Diana as our licensing agent in Australia and New Zealand where they are leading the charge for this Fall’s successful consumer products launch”. 

Stone Newman

Six-year-old Ukrainian-born Diana takes viewers on playful adventures bursting with color and imagination, with her brother Roma and parents Olena and Volodymyr along for the journey. Fans of the Kids Diana Show channels are seeing the new “Love, Diana” brand come to life, with elements of it woven naturally into the core Kids Diana Show channel, creating a more diverse video experience.

Gail Mitchell, CEO Centa IP, says: “We’re very excited to be working with again and building on their proven success in launching popular kids YouTube creator franchises, like Ryan’s World, here in Australia and New Zealand. Their newest creator franchise Love, Diana will be the next superstar for girls and we’ve built a strong consumer products line that will launch to the public in early October 2020.”

Gail Mitchell
Diana Show
Kids Diana Show

Targeted to children between ages 2-7, the “Love, Diana” lifestyle product line will encompass the core characteristics of imagination, playfulness, creativity, empowerment, and friendship that Diana’s audience knows and loves. Centa IP has signed a robust and broad range of licensees in the following categories:

  • Headstart – Global partner for dolls, doll accessories and styling heads along with distribution for Jerry Leigh dress up and Far Out Toys collectibles
  • Just Play – Role Play
  • Jasnor – feeding and hydration also distributing HiJinx plush
  • Mitch Dowd – Apparel and sleepwear
  • Scholastic – Publishing
  • Micador – Arts & crafts, stationery
  • Caprice – Bags
  • Impact Posters – Posters
  • Bensons – Showbags and carnival plush
  • Planet Fun – Distribution of Headstart and Far Out Toys in New Zealand
  • KidKraft – Furniture and dollhouses

Andrew Hendy, CEO of Headstart, International, said the company was very excited to be part of the launch of Love, Diana. “We have an unbelievable line of dolls and styling heads coming out. Diana’s Princess of Play content gives us endless ideas to bring magical themes to kids and really encapsulates the idea of imaginative play. We have a huge slate underway to make this the biggest doll brand for many years to come.”

Andrew Hendy is also extending the Love, Diana brand into mobile gaming on the heels of their p.w Games division’s success with Tag with Ryan which has garnered 12 million downloads and over 450,000 daily active users. The Love, Diana mobile game will feature a collection of fun minigames bursting with personality, vibrant colors, and imagination that will empower kids to design their very own “Princess of Play.” It will be available in the App Store and Google Play later in 2020.

For more about’s creator partners, content, consumer product lines, retail, and promotional partnerships, and more, please visit