GreenLight has added to its personality rights portfolio, having been named as the exclusive third party licensor to martial artist Bruce Lee's personality rights.
The deal includes Lee's name, image, likeness, signatures and characterisations for use in advertising and promotions.
"Bruce Lee took martial arts to a new level of popularity and inspired generations of people to be interested in kung fu," said David Reeder, VP of GreenLight. "While he is best known for his lightning-fast moves and unstoppable punches, he was considerably more, including a recognised philosopher and an enduring symbol of Chinese national pride. It is the entirety of what Bruce Lee stood for that we hope to share."
Alex Stephens, VP of licensing at Bruce Lee Enterprises, added: "Bruce paved the way for the martial arts film genre to penetrate and influence mainstream Western cinema and audiences. Bruce enjoyed remarkable success, and we are proud to continue highlighting his artistic achievements through our relationship with GreenLight."
GreenLight also represents Steve McQueen, Johnny Cash and Albert Einstein.