The Bob Marley family has pegged Hilco Consumer Capital (HCC) to handle the Jamaican music legend's licensing and retail ventures.

The agreement puts HCC in charge of Bob Marley's 65^th anniversary program in 2010, as well as brands including One Love, Tuff Gong, Three Little Birds, Catch A Fire and Relics of Antiquity. HCC plans to develop a license program based on categories spanning accessories, apparel, footwear, food and beverages, collectibles, luggage, musical instruments, promotions/entertainment, stationery and paper goods, hospitality venues, video games and computer products.

"The consumer demand for products that represent and capture what Bob Marley stood for has only grown over time—with new generations being introduced to him through his music, his cultural contributions and the many iconic images from his performances and his life," says James Salter, president and chief executive officer of HCC and chief executive officer of House of Marley.

HCC also plans to stop the counterfeiting of Marley's name and likeness.

"As one of the world's most popular brands and iconic images that is regularly counterfeited, the formalization of approved and official Bob Marley merchandise will be supported with strong brand guidelines, managed by an internal Bob Marley brand team," says Reyaz Kassamali, managing director for HCC and president of House of Marley. "Our goal is to protect and enforce Bob Marley's images and properties within these guidelines so that the retail community, and ultimately the consumer, will know that it is purchasing authentic product."