Love, Diana | Source: pocket.watch/The Toy Book

Wow! Stuff is the latest toymaker to get onboard with pocket.watch‘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.

Pocket.watch’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: Pocket.watch 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, pocket.watch CEO Chris M. Williams detailed plans to turn Diana into a global powerhouse.

Love, Diana marks a new chapter for pocket.watch 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.”