Hasbro partners with One Direction

Line of toys and games based on the boy band members to launch this autumn.
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Hasbro is to roll out a collection of toys and games inspired by the members of boy band of the moment, One Direction.

The line - which will include fashion dolls and mini figures of all five members - will be launched globally by the firm this autumn, with the exception of the UK and Ireland.

"In the short time since the group's debut, One Direction has captured the hearts of many young fans across the world," said John Frascotti, chief marketing officer at 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 of Global Merchandising Services, which handles One Direction, added: "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 from Modest Management continued: "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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