Nintendo has signed a deal with One Direction which will see the popular boy band feature in a TV campaign for Pokemon Black and Pokemon White.
The X-Factor finalists will also be acting as Pokemon ‘brand ambassadors’ – appearing at a series of special events and meeting fans.
The first TV ad to feature the band will air on Monday, April 11th, and they made their first public appearance on behalf of the brand at the games’ official launch in London’s Leicester Square.
The tie-up continues Nintendo’s strong association with X-Factor, the manufacturer has previously enlisted stars such as Olly Murs, JLS, Alexandra Burke and Jedward for promotional duties.
The band’s Liam Payne claimed they are all huge fans of the franchise: Zayn and I played it loads when we were younger, but Harry had never really played before we introduced him to it. We all started playing the new version during rehearsal breaks whilst on tour and now we can’t put our consoles down.”