Iron Maiden has sold 50 percent of the rights to its music catalog and likenesses, including mascot Eddie, to Pophouse Entertainment. The Swedish investment firm is known for projects such as ABBA Voyage and upcoming KISS avatars. Longtime manager Rod Smallwood confirmed the deal allows faster pursuit of new projects.
The agreement covers half the rights to the band's music and name, image, and likeness. It follows more than a year of quiet collaboration between the parties, including work on the Infinite Dreams Museum.
Smallwood said he is very excited about the relationship with Pophouse. He added that the band can now pursue, facilitate, and finance many plans and dreams quicker than ever hoped.
Future efforts will include cinematic projects, filming of live shows, and an expanded online platform for Eddie. Co-manager Dave Shack noted that Pophouse has already shown it belongs in the creative space around the band's lore.
The band recently wrapped European dates on its Run For Your Lives tour and is set to tour North America with support from Megadeth and Anthrax.