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Poised To Become The Next Global Collectible Craze
Italy first major territory to roll-out followed by USA, UK and additional international markets
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Global Merchandising Services, the company responsible for all One Direction merchandising and licensing and Glow Europe – the firm behind the toy collectible craze, Bumpeez – have today announced the launch of a new and unique line of One Direction collectibles for the tween and teen market.
One Direction ‘Beats’ debut in Italy this month in collaboration with Grani and Partners and will then hit the USA and UK from August this year. This will be followed by a full global roll-out that will capitalise on the fan hysteria created by the One Direction world tour and highly anticipated 1D3D movie, ‘This Is Us’, due to hit cinema screens this August. | One Direction ‘Beats’ are interchangeable pop studs which feature fun images of the five pin-up boy band members: Harry, Liam, Niall, Zayn and Louis. There are 50 ‘beats’ to collect in total and the following products will be available to purchase:
- Starter pack: Fans can kick-start their collection with a starter pack containing one bracelet, a collector board and one or more beats.
- Blind pack: Two ‘Beats’ attached to a backing card containing fun facts about the band.
- Bracelets: Stylish bracelet sold individually with ‘Beat(s)’ attached. These are available in five colours that can also be linked to one another to form a belt.
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In addition to the above, hard-to-find 'VIP Beats' can be offered in order for the consumer to win a bumper One Direction merchandise prize.
‘Beats’ will be available through wide retail distribution across grocers, toy retailers, newsagents and independents. Collectors will also be able to purchase the ‘Beats’ from official 1D World shops, and via the One Direction online store: http://www.onedirectionstore.com.
“One Direction are the world’s hottest band right now and have become a brand in their own right,” said Barry Drinkwater CEO Global Merchandising Services. “The ‘Beats’ that we have developed will not only inspire collectability, they will also appeal to retailers looking to incentivise consumers with a must-have sales promotional item. Having sold more than 14 million singles and 8 million albums worldwide, 1D’s fan base is enormous and fans can now show their dedication to the band through this innovative new accessory. Glow Europe have a proven knowledge in the collectibles market and we’re thrilled to have partnered with them on this venture.” |
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For more information about One Direction ‘Beats’ please contact Chris Clover, Glow Europe on Chris.Clover@gloweurope.com |
