Bob Marley family partners Hilco Consumer Capital for product licensing

MUMBAI: On the heels of his 64th birthday, the family of Bob Marley, the iconic Jamaican musician and worldwide symbol of universal love and hope, announced today that it has partnered with Hilco Consumer Capital to further develop and manage the Bob Marley brand portfolio.

As the family’s exclusive partner, HCC will be responsible for global product licensing and retail strategies that build upon the heritage of Bob Marley and the brand’s natural consumer appeal.

The announcement was made jointly by Cedella Marley, the daughter and first child of the late Bob Marley, and Hilco Consumer Capital president and CEO and House of Marley CEO James Salter.

Cedella Marley said, "We have been diligent about protecting our father’s legacy over the years. There is enormous demand for products that allow his legend to live on. This partnership with Jamie and the Hilco team will allow us to grow his legacy, while maintaining his integrity and artistic DNA in a quality manner."

"We are thrilled to partner with Cedella, Ziggy, Rohan and the entire Marley family to continue Bob Marley’s global legacy. The consumer demand for products that represent and capture what Bob Marley stood for has only grown over time — with new generations being introduced to him through his music, his cultural contributions and the many iconic images from his performances and life. We’re honored and excited to represent the family and all of the Marley properties," stated Salter.

Hilco Consumer Capital will also be responsible for developing, building and licensing the emerging 2010 Bob Marley 65th Anniversary program — 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 program. Licensed product categories that will be developed include Accessories, Apparel, Footwear, Food & Beverages, Collectibles, Luggage, Musical Instruments, Promotions/Entertainment, Stationery & Paper Goods, Hospitality (including restaurants, cafes, hotels and resorts/spas), as well as Video Games and Computer Products.

"As one of the world’s most popular brands and iconic images that is regularly counterfeited, the formalization of approved and official Bob Marley merchandise will be supported with strong brand guidelines, managed by an internal Bob Marley brand team. Our goal is to protect and enforce Bob Marley’s images and properties within these guidelines so that the retail community, and ultimately the consumer, will know that it is purchasing authentic product," said House of Marley, LLC president and HCC managing director Reyaz A. Kassamali.