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Global Merchandising Services have confirmed Vivid as licensee for X-Factor finalists ONE DIRECTION collectable dolls and accessories. Following on from a sell-out X-Factor arena tour around UK this spring, the five teenagers will now be immortalised as collector dolls in time for Christmas.
Brought together by Simon Cowell less than six months ago, One Direction look to be a huge teen boy-band sensation. The Vivid team are planning a Q4 retail launch and are projecting sales in excess of the 250,000 units in the first year.
“We know that One Direction are without doubt the next big thing on the UK boy-band scene and we know their audience is young enough to convert to strong doll sales,” commented Emma Weber, Licensing and Marketing Director at Vivid. “Our belief is that the band could scale the dizzy heights of success enjoyed by Take That over 20 years ago and we’ll be doing everything in our power to secure stock availability for the upcoming Christmas season as this represents a fantastic opportunity for our retailers to claw-back tween sales revenue that is often lost to other categories.”
Vicky Kostura from RMI, who manage Global’s Licensing campaigns, states “We are delighted to have Vivid on board as our doll and accessories licensee for One Direction as they have such a strong track record of success in this area. We believe the band will reach a wide audience with the dolls this Christmas and plan to extend with a full merchandise plan in 2012.”
For further info, contact info@vividimag.co.uk
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