Global Merchandising Services has partnered with Glow Europe to launch a range of One Direction collectables.
One Direction Beats will debut in Italy this month before hitting the US and the UK from August this year.
This will then be followed by a full global roll-out coinciding with the One Direction world tour and the release of the hotly anticipated 1D 3d movie, This Is Us, hitting cinemas this August.
The range of One Direction Beats are interchangeable pop studs featuring images of the five boy band members: Harry, Liam, Niall, Zayn and Louis. There are 50 Beats to collect in total.
Starter Packs will contain one bracelet, a collector board and one or more Beats. Blind Packs will contain two Beats with a backing card featuring facts about the band. And the Bracelets will be sold separately in five different colours with Beats attached.
Rare VIP Beats will also be launch in the range, offering consumers the chance to win a bumper One Direction merchandise prize.
Bary Drinkwater, CEO of Global Merchandising Services, said: "One Direction are the world's hottest band right now and have become a brand in their own right.
"The Beats that we have developed will not only inspire collectability, they will also appeal to retailers looking to incentivise consumers with a use have sales promotional item.
"Having sold more than 14 million singles and eight million albums worldwide, 1D’s fan base is enormous and fans can now show their dedication to the band through this innovative new accessory.
"Glow Europe has a proven knowledge in the collectables market and we’re thrilled to have partnered with them on this venture.”
Beats will be available through wide retail distribution across grocer, toy retailers, newsagents and independents.
Fans will also be able to purchase the range from official 1D World shops and throughout the One direction online store: www.onedirectionstore.com
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.