Iron Maiden has agreed to sell a 50% stake in parts of its music catalog and related name, image and likeness (NIL) rights to Pophouse Entertainment, according to multiple reports. The deal includes rights covering the band’s music publishing and master recording assets, as well as NIL rights tied to the group’s brand and imagery. Billboard and Variety report that the agreement also covers rights relating to “Eddie,” Iron Maiden’s longtime mascot, which Pophouse says it plans to use to support expanded cinematic and immersive projects.
Variety describes Pophouse as an investment firm co-founded by Bjorn Ulvaeus of ABBA. The reports indicate that Pophouse will hold an ownership stake in the relevant assets rather than an outright acquisition, with additional terms not fully detailed in the available summaries.
One outlet also notes that the collaboration’s effects have already been seen in an “Infinite Dreams Museum” experience shown at EddFest this year, suggesting the partnership is already influencing Iron Maiden-branded promotional or interactive content.
