FANCY rolling up a spliff with Bob Marley's face on the cigarette paper?
Unfortunately, that doesn't look like being an option. But the iconic reggae signer's likeness could soon be appearing on everything from lager to luggage, snowboards to screensavers, thanks to a licensing deal struck between the singer's family and private equity firm Hilco Consumer Capital.
Marley's name and likeness have been appearing regularly on unauthorised merchandise since his death in 1981, and now it seems that his family have decided they might as well have a slice of the pie. James Salter, chief executive of Hilco, says the brand could be worth as much as $1 billion, with House of Marley collecting up to ten per cent.
House of Marley will sell the rights to produce products under the brands Bob Marley, Tuff Gong, Catch A Fire and One Love. One of the company's first priorities is creating Marley Lager, a Jamaican beer featuring the singer's likeness. The marketer hopes to add headphones, snowboards, posters, screensavers and other products, Mr. Salter said.
"We want our legacy and our name to be firm in the world," said Rohan Marley, 36, who designs clothing under the brand Tuff Gong, named for the record label that was started by his father's band, the Wailers.
The Marley family also owns an organic coffee plantation in Jamaica that is developing Bob Marley Coffee, which Marley said will be on the market later this month.
Salter got a call from a music industry executive in October, who informed him that the Marley family was looking for a partner to help market the brand for a younger generation.
A month later, he was at the Miami home of Cedella Marley, the singer's daughter, who also designs clothes. As the Marley grandchildren played soccer in the backyard, Salter and the Marleys hashed out a deal over spicy Jamaican fried fish and corn.
"Dad's legacy continues to grow," said Ms Marley. Hilco will develop products and events to celebrate what would be Mr. Marley's 65th birthday, which will take place a year from now. The deal between Hilco and the Marleys was signed on the night of Feb. 5, a day before what would have been Bob Marley's 64th birthday.
Mr. Salter said he views the Bob Marley brand as one likely to resonate with the changed mood of American politics.
"The Marleys stand for something, peace and love," said Salter.
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