Wow! Stuff Preps ‘Love, Diana’ Roleplay Range

Love, Diana | Source: Toy Book

Wow! Stuff is the latest toymaker to get onboard with‘s growing Love, Diana brand.

The UK-based company will use its “Magic-Light Technology” to power a new Magical Wand Hairbrush inspired by the one that the YouTube star uses in Love, Diana Adventures to transform into the Princess of Play. Other items in development for release later this year include Light Up Hair Bows and a Secret Password Journal that includes voice activation and a secret compartment.’s Danny Spronz, managing director EMEA, and Stone Newman, chief revenue officer, led the licensing deal with Wow! Stuff.

Kids Diana Show and the Love, Diana brand perfectly complement our leading tier 1 pre-school brands,” says Kenny McAndrew, Wow! Stuff’s director of product development. “We’ve added our ‘Wow!’ point of difference to Diana’s favorite key props, utilizing our product development team which has scientists and engineers at its core, all of whom love creating that magical wow factor in toys.”

Related: Seeks to Turn ‘Love Diana — the Princess of Play’ into a Global Franchise

The new Love, Diana line from Wow! Stuff is expected to hit retail this summer.

“[Wow! Stuff’s] innovation and ability to engineer really fantastic products, on-brand and in-universe, aligns with our aim to ensure Love, Diana brand merchandise stands out from a crowded market sector,” Spronz says.

Initial waves of Love, Diana products from a variety of licensees, including Far Out Toys, Just Play, and Headstart International are already doing brisk business at retailers including Amazon, Target, and Walmart in the U.S, along with Smyths, Tesco, and others in the UK.

Last May, CEO Chris M. Williams detailed plans to turn Diana into a global powerhouse.

Love, Diana marks a new chapter for as a leader in kids entertainment and our unmatched ability to identify the next big kids’ global franchise,” Williams said. “Our proven success in launching several of the world’s most popular kid YouTube creator franchises, like Ryan’s World, Ryan’s Mystery Playdate, and HobbyKids Adventures, has drummed up overwhelming excitement from partners for what’s to come.”

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.