Diddy wasn't playing when he told the world he doesn't stop. The hip-hop mogul recently announced he would be releasing a new line of cologne called "I Am King".

Set to join his popular fragrance, Unforgivable, the new scent is already said to be expecting to gross a $100 million.

I Am King will hit Macy's department stores in December and is set to go worldwide in February. Diddy is also planning for the ladies' version of the fragrance called I Am Queen in 2009.

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