London: Toy manufacturer ‘The Bridge Direct’, which has an exclusive license to make Justin Bieber’s dolls, was certainly not amused when the teen heartthrob chopped off his trademark locks, just before his 17th birthday.
The Canadian singer’s sudden move cost the company a whopping 100,000 dollars.
“First off, I had no idea what he did,” the Daily Mail quoted Jay Foreman, founder and CEO of the Florida-based firm as telling CNN Money.
“I heard a lot of shrieks around me, and people running in and out of their offices,” he added.
According to Foreman, the doll deal had been enormous for the one-year old firm, which employed just a handful of workers at the time.
Foreman’s brand managers, many of who had set up Google alerts in order to keep a tab on Bieber’s every move, were the first in the company to know about his new shorter haircut.
Foreman said, “I got everyone into a conference room and we looked at some images.”
“We weren’t sure what he had done. Then it became obvious that his trademark was gone,” he added.
The unexpected chop meant the firm had to alter its autumn 2011 collection to reflect Bieber`s fresh image and it was this last minute switch which cost the company huge $100,000.
“We didn’t want to disappoint fans with a Justin Bieber doll that doesn’t look exactly like him anymore,” added Foreman. “But there wasn’t much we could do about it.”
So although the new Bieber figurine, which is set to hit the stores soon, will retain his former trademark sidesweep style, but Bieber`s hair has since then been changed for the second round of production.
Despite the deal costing a humungous loss for Foreman, he does not hold any king of grudges against the singer.
“You take a risk when you’re creating a product based on a celebrity,” he said.