In addition to the collectable 12” dolls, the range will now include key chains, Celebz figurines, and a game. Since the collection hit stores in January, the last three months have seen the Union J Facebook page followers increase by over 400,000 new likes, bringing their overall total up to 1.36m. When the band did a signing at Hamleys London, Twitter was inundated with fans wanting to be part of the event which resulted in it trending globally. Off the back of this event, April will see the band head North for three additional in-store doll signings with Hamleys Manchester and Glasgow and Fenwick in Newcastle.
Kerry Paternoster, senior brand manager at Vivid, has been overwhelmed by the support across the trade for the Union J licensed range:“Retail support for the dolls and spin off items have been great and sales have been boosted by the signing event which took place at Hamleys Regent Street store in February. It is due to the success of this event that the boys have committed to a tour of retailers in key locations: Manchester, Glasgow and Newcastle. The following that the boys have on social media is incredible and the response they’ve received regarding the dolls has been more than what we ever anticipated. We look forward to hearing their new album and seeing them at one of their various gigs they have across the UK and Europe later this year.”
Stephen Mills, licensing manager at SYCO Entertainment added: “The Union J licensing programme continues to grow, and it’s been great to work with a leading partner like Vivid. They have been instrumental in helping launch the campaign and gaining listings so early on. From the very start we saw retail relationships as key for licensing partners and continue to support both them and retailers as best as we can.”
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