The family of Bob Marley has partnered with private equity firm Hilco Consumer Capital to further develop and manage the brand's portfolio.
As the family's exclusive partner, HCC will be responsible for global product licensing and retail strategies that build upon the heritage of the musician and the brand's natural appeal.
For starters, HCC will look at developing, building and licensing the emerging 2010 Bob Marley 65th Anniversary programme - as well as the other Marley brands such as One Love, Tuff Gong, Three Little Birds, Catch a Fire and Relics of Antiquity - into a full consumer products drive.
Licensed product categories targeted will include accessories, apparel, footwear, food and beverages, collectables, luggage, musical instruments, promotions/entertainment, stationery and paper goods, hospitality, video games and computer products.
"We have been diligent about protecting our father's legacy over the years," stated Cedella Marley. "There is enormous demand for products that allow his legend to live on. This partnership will allow us to grow his legacy, while maintaining his integrity and artistic DNA in a quality manner."