US: Hasbro signs One Direction deal

Firm inks global deal, excluding UK and Ireland, to produce toy line based on the boy band.
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Hasbro has entered into an agreement with One Direction to produce a new range of toys and games based on the members of the popular boy band.

Quickly becoming one of today’s biggest musical groups, One Direction’s debut album Up All Night, which features the hit songs What Makes You Beautiful, and One Thing, rose swiftly to the top of pop charts across the world.

Featuring all five members of the popular boy band, the One Direction product offering from Hasbro will be sold globally, with the exception of the UK and Ireland, in the autumn of 2012. The collection will include fashion dolls, mini-figures, and more.

"In the short time since the group’s debut, One Direction has captured the hearts of many young fans across the world. The band is poised for continued and increasing global success,” said John Frascotti, chief marketing officer, Hasbro.

"We are excited about the opportunity to provide One Direction’s very enthusiastic international fan base with a diverse product line that captures the essence of the band members."

Barry Drinkwater, founder and owner, Global Merchandising Services, commented: "With an impressive portfolio of toys, games, and entertainment based products successfully marketed across the globe, Hasbro is the perfect partner to help us reach One Direction fans in an exciting new way."

Will Bloomfield, of Modest Management, added: "One Direction are thrilled to partner with Hasbro.

"Hasbro has a proven track record of successfully working with artists to market music-related brands to kids and teens around the world and both we and the band very much look forward to working with them at this incredibly exciting time."


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