New Mae West Products Given the Greenlight

Greenlight, which represents the estates of iconic personalities such as Albert Einstein and Steve McQueen, is spearheading a campaign to put the classic Hollywood starlet Mae West back on the map and in the sights of consumers too young to have known of her during her career.

Greenlight collaborated with designers and branding experts to create both an updated "contemporary classic" Mae West that exudes her timeless sultry appeal and a young, colorful, high-octane "aniMae" that is poised to take on today's "Sex & The City" and "Betty Boop" fans.

There are new advertising, endorsement and product licensing deals signed by Greenlight on behalf of West's estate, with a percentage of proceeds benefiting The Motion Picture & Television Fund—a charitable organization that offers assistance and care to those in the motion picture and television industries.

Hallmark is using "contemporary classic" Mae West's voice and quotes for a signature musical greeting card line, and "aniMae" has signed a deal with BioWorld Merchandising to launch a new line of signature bags and wallets to be sold in boutiques shop across the country.