Sequential Brands Group is in talks with Martha Stewart Living Omnimedia to acquire the licensing and publishing company, according to a WSJ report.

Martha Stewart Living Omnimedia, which is ranked as No. 55 on the Top 150 Global Licensors Report with $1 billion in retail sales in licensed merchandise worldwide, was founded in 1997. The company also owns the rights to the Emeril Lagasse brand, and key retail partners include J.C. Penney’s Home Depot, Staples, PetSmart, Macy’s, Michael’s and Jo-Ann Fabric and Craft Stores.

Sequential Brands is ranked as No. 35 on the Top 150 Global Licensors Report with $2 billion in licensed merchandise worldwide. It owns, promotes, and markets its portfolio, which includes Justin Timberlake’s William Rast brand, Heely’s, Linens ’n Things, Ellen Tracy, Franklin Mint, and recently-acquired global athletic brands AND1 and Avia. The company is also retail partners with Macy’s, Dick’s Sporting Goods, Walmart, Sports Authority, Nordstrom and Lord and Taylor. In April, the company agreed to buy a 50 percent stake in Jessica Simpson’s brand.

Sequential’s stock jumped up as much as 12 percent last Friday as details of the possible deal were published. Martha Stewart Living Omnimedia’s stock went up as much as nine percent since the announcement. Both companies are headquartered in New York.

The sale will mark the end of Martha Stewart’s independent publishing and housewares conglomerate and further expand the IP offerings and market position of Sequential Brands.