Bogart will serve as the agency’s inaugural client for its newest service, Icon Representation.

The Estate of Humphrey Bogart has appointed Beanstalk to represent the late actor for licensing.

The partnership between Beanstalk and the Humphrey Bogart Estate will aim to extend the personality rights of the Hollywood icon into strategic categories and develop long-term brand associates.

Bogart is also the inaugural client for the agency’s newest service, Icon Representation, which represents the personality rights of legendary icons for use in advertising, promotions and long-term brand associates.

“We are thrilled to be representing Humphrey Bogart,” says Allison Ames, president and chief executive officer, Beanstalk. “In addition to being one of the biggest movie starts and style icons in the world, he was regarded as a man of character and class.”

Bogart is known for his roles in classic films such as Casablanca, The Maltese Falcon, The Big Sleep, Key Largo, Sabrina and the Caine Mutiny.

“We’ve always admired the great work done by Beanstalk,” says Robbert de Klerk, one of the managers of the Humphrey Bogart Estate. “And now, with Martin Cribbs creating a division that is the perfect bridge between celebrity estates and advertising agencies, we jumped at the chance for the Bogart Estate to become a Beanstalk client.”