Firefly will look to build the licensing program for Hollywood icon Bela Lugosi and his signature portrayal of Dracula.

NORTH AMERICA–Firefly Brand Management has teamed up with Lugosi Enterprises–the company that represented Hollywood legend Bela Lugosi and his iconic portrayal of Count Dracula–to build out the merchandising program for the brand.

Actor Lugosi cemented his place in pop culture fame with his haunting performance as Dracula in 1931. Lugosi Enterprises works to maintain Lugosi’s legacy through publications and various entertainment projects, including an existing merchandising program.

Through the new partnership, Lugosi Enterprises aims to enhance its current merchandising program into categories including Halloween, home décor, toys and more.

“Bela Lugosi is a true pop icon brand,” says Cynthia Modders, president, Firefly Brand Management. “We look forward to working with our licensing partners to produce lines of high-quality merchandise that will exemplify Bela Lugosi’s elegant portrayal of Dracula as well as his distinctive and sophisticated personal style.”