US private equity firm Hilco Consumer Capital has teamed up with the family of musical legend and icon Bob Marley. Hilco stumped up $20 million, according to the Wall Street Journal, to buy half of House of Marley, a joint venture with Marley's family to handle the singer's licensing and retail ventures.
Marley's image, which has been slapped on unauthorised merchandise all over the world since his death in 1981, will be fully licensed and attached to everything from footwear to food and video games to hotels. It will be “a full consumer programme”, the firm said.
“The formalisation of approved and official Bob Marley merchandise will be supported with strong brand guidelines, managed by an internal Bob Marley brand team,” says Reyaz Kassamali, Hilco managing director and president of the House ofMarley.“Our goal is to protect and enforce Bob Marley's images and properties.”
The PEI branding team has formed a few ideas of its own. How about Could You Be Loved? dating agency, Jammin' doughnuts or Stir It Up instant coffee? I Shot the Sherriff branded prison-wear went on the “maybe” list.