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Hasbro Brings One Direction to Expo

Hasbro Brings One Direction to Expo

British boy band phenoms One Direction made a surprise appearance in the Hasbro booth at Licensing Expo Tuesday. All five members of the chart-topping band were there to announce their new Hasbro doll line, which will hit retail this fall. Licensing agent

British boy band phenoms One Direction made a surprise appearance in the Hasbro booth at Licensing Expo Tuesday. All five members of the chart-topping band were there to announce their new Hasbro doll line, which will hit retail this fall.

Licensing agent Global Merchandising Services represents the band, which got its starts on Britain’s “The X Factor.”

One Direction’s debut album, released in November of last year, was the fastest-selling U.K. record of 2011. When the album hit the U.S. in 2012 the band became the first U.K. group to debut at No. 1 in America.

In addition to its new partnership with Hasbro, One Direction also currently has agreements with HarperCollins and Nokia.

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