'I Am King' will be launched in December as a Macy's exclusive, before being available for wide distribution in February (09).

It has been reported that industry sources estimate that the new fragrance will bring in $100 million!

Diddy has spoke out about the fragrance,

"I Am king is a statement about all men. We are all descendents of royalty - and if we carry ourselves and respect ourselves in that manner and believe in ourselves, then we are all kings.... It has nothing to do with being arrogant." He continues, "I Am King is not a statement about myself - I am king is about every man who is going to go and buy the fragrance."