's wide variety of recent marketing tie-ups highlights his 'signature blend of appealing qualities' and how his 'authenticity is key', brand experts said today.The 32-year-old singer's latest project saw him became a at the Mall of America shopping centre in on Saturday. He donned a Lego-branded apron and T-shirt, signed products, handed out gifts and took photos with fans - before playing a version of his song Lego House. Experts told MailOnline that Sheeran 'will have been paid over £2million' for the appearance.
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