Office Depot and One Direction Unveil Exclusive Line of Back-to-School Products | Business Wire

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BOCA RATON, Fla.–(BUSINESS WIRE)–Office Depot (NYSE: ODP) today unveiled the next phase of its

anti-bullying collaboration with global music phenomenon One Direction,

introducing an exclusive offering of back-to-school products. The

limited-edition collection is now available at all Office Depot

retail locations nationwide and on officedepot.com.

A percentage of the products’ sales will be donated to support

anti-bullying education.

Through music, One Direction band members have already brought happiness

to their fans’ lives, and now they stand together against bullying by

encouraging “living nice” through these limited-edition products. The

exclusive collection brings together striking images of the group (on an

array of back-to-school necessities) with inspirational words of

empowerment chosen by each member. The images on the products also “come

to life” using augmented-reality

technology embedded in the Office Depot mobile app, which unlocks

exclusive video content of the band.

“The collection is meant to bring awareness to the anti-bullying

effort,” states Bob Moore, Executive Vice President and Chief Marketing

and Merchandising Officer for Office Depot. “Through our back-to-school

collaboration with One Direction, we can truly impact both parents and

children in a positive way. Our hope is that these products will

encourage teens and tweens to be nice, confident, unique, original, and

true to themselves.”

The limited-edition back-to-school necessities include items like 3-ring

binders, spiral notebooks, a 5-pack of pens, composition notebooks, and

memo pads, as well as other collectible items like decal sets,

wristbands, and nail polish in the custom campaign colors. All products

are appropriately priced under $10, with most under $5 so all students

can participate and support the anti-bullying messaging in school.

“We’re really excited to partner with Office Depot and help spread the

anti-bullying message with our fans and students across America,” says

Liam Payne of One Direction. “Being right out of school ourselves, the

issue is fresh in our minds and we’re eager to raise awareness of this

subject and remind everyone about the importance of living nice.”

The collaboration is part of a larger campaign “1D + OD Together Against

Bullying,” which kicked off with One Direction’s U.S. concert series,

sponsored by Office Depot. At each concert, a 70-second video message by

the group encourages fans to join the campaign and help end bullying in

schools. More information about Office Depot’s collaboration with One

Direction is available at OfficeDepot.com/together.

The “1D+OD LIVE.LOVE.MOVE Together Against Bullying” integrated cause

marketing campaign and limited-edition product collection was created by

SEW Branded, a New York brand image and marketing consultancy.

Note: For video and b-roll footage, please go to http://socialpressofficedepot.com/.

For product images, please go to http://news.officedepot.com/image-lib

About Office Depot

Office Depot provides office supplies and services through 1,628

worldwide retail stores, a dedicated sales force, top-rated catalogs,

and global e-commerce operations. Office Depot has annual sales of

approximately $10.7 billion, employs about 38,000 associates, and serves

customers in 60 countries around the world.

Office Depot’s common stock is listed on the New York Stock Exchange

under the symbol ODP. Additional press information can be found at: http://news.officedepot.com

About One Direction

One Direction – Niall Horan, Zayn Malik, Liam Payne, Harry Styles and

Louis Tomlinson – were discovered by Simon Cowell on the U.K.’s “The X

Factor” in 2010. The band quickly gained a following to become one of

the competition’s all-time most popular acts, finishing in the final

three and garnering a gigantic and loyal fanbase along the way. In March

2012, One Direction’s debut album, “Up All Night,” made U.S. history, as

it was the first time a U.K. group’s debut album entered the U.S.

Billboard 200 chart at No. 1. The band has sold over 30 million records

worldwide. In November 2012, One Direction released their sophomore

album, “Take Me Home,” which includes the No. 1 single, “Live While

We’re Young,” and are currently on a sold-out world tour. One

Direction’s motion picture 3D debut movie “This is Us” will be released

nationwide August 30, 2013.

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