Authentic Hendrix, the merchandising arm of Experience Hendrix, has signed Brand Sense Partners as exclusive licensing partner.

Theresa Brown, BSP's senior director of business development, will manage the Hendrix program, which is open in all product categories (excluding alcohol, tobacco and gaming). She has worked with such celebrity estates as Albert Einstein and Steve McQueen and currently leads BSP's programs for Sheryl Crow and Marlon Brando.

"Brand Sense understands and shares our value system," says Janie Hendrix, president and chief executive officer of Authentic Hendrix and sister of Jimi Hendrix. "Placing Jimi's persona, his image, on an item is something we take very seriously. We have always been very selective and careful with treatment of his legacy. This is the first time we have ever considered utilizing exclusive external management to assist in broadening the Jimi Hendrix brand."