The Bruce Lee brand is aiming to make further in-roads into the licensing business in the UK and Ireland - with Rocket Licensing acting as the agent.
Bruce Lee Enterprises was set up by the martial arts star's daughter, Shannon Lee and has already enjoyed significant success in the US market.
With a documentary - I Am Bruce Lee - due later this year, Rocket is planning a focused campaign in key categories including apparel, accessories, gift, housewares, textiles, interactive, fitness and nutrition. Products could hit retail as early as next year.
"Bruce Lee's impact spans cultures, generations and lifestyles," explained Rob Wijeratna, joint MD at Rocket. "In his short life he secured a permanent place in history, pop culture and the hearts of fans everywhere. We're therefore delighted to be embarking on this journey, working together with Bruce Lee Enterprises, in bringing this classic brand to the UK and Irish market."
Alex Stephens, SVP licensing at Bruce Lee Enterprises, added: "The UK and Irish market has been waiting on this for a long time and now - with the help of Rocket Licensing and the growing popularity of the Bruce Lee name - we believe this campaign will be enormously popular among licensees, retailers and consumers."