The house that Bob Marley built

by Mars Riley

It may have taken 18 years, but the family of Bob Marley is now getting serious about the use of his name and image. This is not going to be an easy task. As anyone who has been to a street fair, beach boardwalk, or head shop can tell you – bootlegged Bob Marley merchandise is everywhere. In fact, it is hard to imagine these places without it.

“You’re never going to stop the guys in the streets, flea markets … but you try as much as you can,” said Hilco Consumer Capital CEO, Jamie Salter. His company has been hired by the Bob Marley family to control the naming and image rights of the deceased reggae star.

Rohan Marley explained. “The family managed all the rights before Hilco was brought on board. We didn’t have a real good grasp on the international scope prior to Hilco, nor the proper management.”

Hilco’s plan has been to create a new brand called “House of Marley,” which will be an umbrella for all official merchandising and existing brands (Catch a Fire, Bob Marley, Three Little Birds, One Love, and Tuff Gong), and police the trademark vigilantly.

Last year unlicensed products were estimated to have generated $600 million in sales, whereas legally licensed items only did $4 million. Hilco’s projections are for the Bob Marley name to be a $1 billion brand within three years. Considering Bob had thirteen children and they have families of their own, the pie will probably be cut into pretty thin pieces.

The planned “House of Marley” merchandise is expected to be available mid-2010. Rumors are that it will include musical instruments, coffee, coffeehouses, restaurants, headphones, shoes, backpacks, stationary, videogames and, snowboards. What? You haven’t seen those pictures of Marley shredding powder in the Swiss Alps? (Neither have I.)

Nothing has been said about officially branded ganja, rolling papers or bongs—but one can hope. If they don’t license it, I’m sure it will still be easy to find the bootlegged versions. And if the “House of Marley” ever considers opening a Bob Marley theme park, let me suggest Venice Beach boardwalk. It practically is one already.