Firm launches life-size and desktop standees of boy band after success of party masks.

Now Mask-arade signs up One Direction

Following the success of its party masks featuring boy band of the moment One Direction, Mask-arade has expanded its line to include life-size and desktop standees.

The line proved something of a hit at last week’s Spring Fair at Birmingham’s NEC, with Harry Styles, Liam Payne, Louis Tomlinson, Niall Horan and Zayn Malik being the centre of attention at the firm’s stand.

On top of the boy band, Mask-arade was also showcasing new products for Mr Bean and Moshi Monsters.

"Over the past couple of years we have been busy securing official licences for some of the world’s leading brands; at the same time as negotiating the licence for party masks, we have signed up deals for a whole range of new products," said the firm’s licensing director, Ray Duffy.

"It has taken five years of hard work and determination to get to this stage, and we are now providing a whole range of licensed goods to retailers across Europe."

The firm’s One Direction collection is currently outselling everything at the moment, said Duffy. "We expect an even greater demand once the live dates start to take place."

Mask-arade has also recently formed a new networking organisation for entrepreneurs and growing businesses, The Dragons Club.

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