Licensing agency’s Icon Representation unit adds to its client lineup.

Bruce Lee Enterprises has appointed Beanstalk to exclusively represent the late martial artist and actor for advertising, long-term brand associations and select product opportunities.

“We feel privileged to work with the Bruce Lee family, who take great care to preserve and share his philosophical teachings and entertainment legacy,” says Martin Cribbs, vice president, brand management, Icon Representation, Beanstalk. “Today, Bruce Lee’s social media imprint rivals the biggest pop music and movie stars in the world with tens of millions of fans–80 percent of whom are in the most coveted 12- to 34-year-old demographic.”

Lee is known for creating a new martial art called Jeet Kune Do that incorporated mind, body and spirit. As an actor, Lee’s movie stardom helped elevate and redefine the perception of Asian Americans. Today, his legacy continues to inspire people across the globe.

“We look forward to working with Beanstalk to spread my father’s message of mastery, hope and action across the world,” says Shannon Lee, chief executive officer, Bruce Lee Enterprises, and Lee’s daughter. “Martin and the team at Beanstalk really understand and respect what we are trying to do, and we are excited to have their help and expertise in spreading the Bruce Lee love!”