Iron Maiden sells half of catalogue and IP to Pophouse

July 16, 2026

IRON Maiden has become the latest iconic music act to sell a portion of its publishing and image rights to Swedish technology firm Pophouse.

Founded by ABBA’s Bjorn Ulvaeus, Pophouse owns KISS’ publishing and image and is the company responsible for the ABBA Voyage avatar show in London.

Yes, aside from name, image and likeness (‘NIL’), the rights do include the band’s mascot, Eddie.

“Rooted in a shared creative vision, the partnership – which has been structured and developed over the last year between Pophouse and the band’s co-Manager, Andy Taylor – will enable Iron Maiden to pursue new creative ventures that connect with existing fans as well as bringing their extensive catalogue to new audiences,” Pophouse said in a statement.

As it turns out, you would have got a hint of what was ahead if you went to Knebworth and Edfest at the weekend because “Pophouse and Iron Maiden launched their first creative collaboration: the Infinite Dreams Museum Experience celebrating 50 years of Iron Maiden history.

“Built and inspired by the band’s iconic anniversary book, Infinite Dreams, it places perennial mascot Eddie as a cornerstone of the band’s career evolution.

“Eddfest at Knebworth was the chance to create an immersive “Maidenville” for fans, expanding the live experience through Eddie-themed attractions and interactive fan experiences.”

Pophouse, it transpires, are also involved in the live Maiden film currently being made – a project interrupted by a blackout in Paris on June 22.

Pophouse CEO Jessica Korvas said: “With Pophouse’s partnership, the band now has the investment and creative firepower to keep evolving for decades to come.

“It is a privilege to support Iron Maiden in this new chapter and to help carry their extraordinary legacy forward for the fans who have built this global community over the past 50 years.”

Band manager Ron Smallwood said: “The fans can be assured there is a great deal more to come for Maiden, and Eddie will rule, OK!!”

Another co-manager, Dave Shack, offered: “Rod & Andy have always encouraged and inspired us to take chances in developing Eddie and the worlds he inhabits, such as horror, gaming, or comic books.

“Such Maiden-related initiatives include an award-winning mobile game, a global fan club offering, a vibrant drinks business, books and comics and, of course, merchandising in all its forms.

“It’s absolutely one of the greatest sandpits for a creative to play in – and Pophouse have already shown they belong in it. When an unexpected power failure threatened filming of our Paris concert for a major cinematic project, they moved quickly alongside us to mobilise a full crew at EddFest and keep the project on track.”

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