Three of the biggest bands around – One Direction, JLS and The Wanted – will kick start the new brand in January 2012.
The three-inch figurines will each carry a suggested retail price of £4.99 and will be merchandised in a CDU in individual mini platform boxes. Vivid has previously worked with both One Direction and JLS on collector dolls and are due to expand the portfolio with the launch of The Wanted collector dolls.
“Vivid has successfully carved out a new section in the doll market for heart-throb boy bands and we’re confident Celebz will offer tween girls the opportunity to collect into all their favourite band members at pocket money price points,” said Emma Weber, Vivid’s marketing and licensing director.
Celebz will be supported with a comprehensive PR campaign.