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ABG Takes on Michael Jackson Brand

ABG Takes on Michael Jackson Brand

Authentic Brands Group has partnered with the Estate of Michael Jackson to build new endorsements and consumer products for The King of Pop's brand.

Authentic Brands Group has entered a strategic partnership with the Estate of Michael Jackson to grow the endorsements and consumer product program for The King of Pop's brand.

ABG will now provide global representation for the Michael Jackson brand, pursuing new licensing and retail partnerships and working with the estate to broaden the brand’s reach across key markets worldwide.

Jackson's brand will be in good company; ABG also represents the brands of Marilyn Monroe, Muhammad Ali and Elvis Presley.

“As a visionary solo artist, Michael Jackson redefined the art of entertainment,” says Nick Woodhouse, president and chief marketing officer, ABG. “We have great things in-store for the brand and will take a page out of ABG’s celebrity, media and entertainment playbook to build global strategic partnerships that will extend Michael Jackson’s tremendous legacy.”

At the outset, ABG plans to focusing on endorsement partnerships and developing key categories to deliver products that are unexpected and innovative.

“We are thrilled to be working with ABG on the continued development of the Michael Jackson brand,” says John Branca and John McClain, co-executors of the Estate of Michael Jackson. “With a proven track record in transforming icons into global entities, we are confident that ABG will help us take the Michael Jackson brand to the next level.”

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