The specialist agency for brand extension secured the representation rights for the hot British-Irish newcomer boy band.

Formed in 2010, they immediately went third place in the seventh series of the British version of The X Factor, the 5 youngsters can look back on two amazing years of success.

Buoyed by the international chart-topping debut single, "What Makes You Beautiful", One Direction's debut studio album, Up All Night (2011), topped charts around the world – all together #1 in 15 countries and reaching triple platinum in Ireland, double platinum in the UK and platinum in New Zealand. It became the UK's fastest-selling debut album of 2011 and debuted at number one on the US Billboard 200, making One Direction the first British group in US chart history to debut at number one with their first album. In 2012, "What Makes You Beautiful" won the BRIT Award for Best British Single.

One Direction supported the album with their Up All Night Tour. One Direction's 2013 World Tour is set to run for most of 2013, and is set to be preceded by their second studio album, Take Me Home, which is scheduled for release in November 2012. German tour dates will be announced soon.

Recently, they received massive worldwide attention with their performance at the closing ceremony of the Olympic Summer Games in London together with acts like the Spice Girls, Take That and Pink Floyd.

As One Direction is one of the hottest pop phenomenons around the globe at the moment and fan support becomes more and more perceptible and visible, they also quite logically become an issue for licensing.

The Licensing Company Germany as the trusted agent will set up a comprehensive merchandising program over the next years, for which the most obvious product categories are apparel, accessories, publishing and stationery.

The One Direction hype will definitely hit Germany when the 5 youngsters announce their tour dates for 2013. You should make sure to be on board then. If you are interested in a partnership, please contact our dedicated brand manager Franz Seifert (franz.seifert@thelicensingcompany.com).