Vivid expands Union J range after strong retail support

Collection will now include keychains, Celebz figurines and a game.
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Vivid is extending its range of Union J merchandise following a strong show of support at retail.

In addition to the collectable 12-inch dolls, the range will now include keychains, 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 1.36 million.

When the boys did a signing in 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 in Hamleys Manchester and Glasgow, plus Fenwick in Newcastle.

"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," said Kerry Paternoster, senior brand manager at Vivid.

"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."

Stephen Mills, licensing manager at Syco Entertainment, added: "The Union J licensing programme continues to grow from strength to strength and it's been great to work with a leading partner like Vivid Toys. They have been instrumental in helping to 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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