Over 800 dolls were sold over the course of the morning as over 2,000 fans waited to have them signed by the band. The boys also held an exclusive meet and greet for 10 VIP fans who won the opportunity for a one-on-one doll signing with the band through the Hamleys Facebook page. Trending worldwide on Twitter over the course of the morning, the fans and band were tweeting continuously which added to the buzz around the event.
“The response to the Hamleys signing event surpassed all our expectations” comments Mary Wood, marketing director at Vivid. “We were astounded that fans were happy to queue from 2am that morning to meet their idols and the hype it generated through social media channels was incredible.”
As a direct result of the success of the event and response to fan feedback on Twitter, Vivid and Hamleys are currently looking into the possibility of a Union J signing tour of key Hamleys stores throughout the UK this Easter.
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