Bulldog Licensing is making the move into celebrity image licensing, having inked a deal with Iconic Images.
The new partnership is aiming to break new ground in licensing, marrying stunning photography to the image rights of some of the most seminal names from movies and music.
Iconic Images owns or represents portfolios of renowned photographers who have captured the biggest names in movies and rock and roll over six decades - from Marilyn Monroe to Amy Winehouse, Frank Sinatra to Jimi Hendrix.
It has negotiated image rights with names such as David Bowie, Faye Dunaway, Frank Sinatra, Raquel Welch, Sir Roger Moore, Jimmy Page of Led Zeppelin and Marianne Faithful among others.
The firm owns millions of historic photographs by world class photographers such as Terry O'Neill, Baron Wolman and Douglas Kirkland, and is continuously adding new archives for future licensing and merchandise.
Retailers and licensees have already expressed interest in categories including fashion, apparel, homewares and gifts.
"Youth culture today loves to pay homage to the legends of the past, revisiting the innocence and idealism of a lost age," explained Rob Corney, MD of Bulldog Licensing. "Iconic Images holds a treasure trove of new creative possibilities and we are delighted to be taking this commercial journey together."
Robin Morgan, CEO of Iconic Images, added: "What sets us apart is our ability to be a one-stop resource for retailers and licensees, not only as a business but as a creative partner."