Bruce Lee Enterprises has revealed some ambitious expansion plans for the brand.
The firm has launched a flagship website and is also planning a programme of licensing the iconic martial artist's name and likeness rights, as well as creating original film and TV productions.
After reacquiring her family's merchandising rights from Universal Studios, Shannon Lee has opened an in-house licensing division (Bruce Lee Enterprises) and LeeWay Media Group, a production company which will be looking at new media works.
"Brucelee.com will be the beacon of all things Bruce Lee on the internet," said Lee. "The site will include everything from facts about Bruce Lee to digital content to merchandise. I'll also be writing a blog. My father's fans have been asking for a place to find information and communicate with each other. This site will be a meeting place for our community."
LeeWay Media, meanwhile, is actively coordinating a slate of film and television productions. Projects in development include a Chinese language biopic, an animation project, a CG action film and a Broadway musical.
"The ethos of Bruce Lee - action, power, grace and style - provides a broad base appeal that we are just beginning to realise," said Alex Stephens, VP of licensing at BLE. "Bruce smashed racial, gender and generational barriers during his lifetime and our partners understand that his image enables them to market products to a broad and attractive demographic."
Greenlight is on board to represent the rights of Bruce Lee for advertising and endorsements worldwide.