Elvis Presley will continue to rock on, despite stepping off the stage almost 40 years ago.
Core Media Group has transferred ownership of the King of Rock and Roll’s intellectual property to Authentic Brands Group, effective Tuesday, according to CNN.
Authentic Brands Group has added Presley to its roster of brands it owns, which already includes Marilyn Monroe and Juicy Couture. ABG will now manage the collection of Presley’s photos, album covers, movie posters, archival video footage as well as events like “Elvis Week.”
ABG, which did not disclose the purchase price, will manage the intellectual property—including Presley’s Graceland estate in Memphis, Tenn.—alongside the Presley family.
Lisa Marie Presley, the late singer’s daughter, commented that his family looked forward to working with ABG to “continue the growth and expansion” of his legacy.