Iron Maiden have sold 50 per cent of the rights to their likenesses and their music to Pophouse Entertainment.
The company is an investment firm known for its development of brand-building activities across the music and entertainment sphere, including the groundbreaking ABBA Voyage show in London. It is also involved in the upcoming avatar production with KISS.
A press release recently confirmed that the brand had secured a new deal with heavy metal pioneers Iron Maiden, and outlets including Billboard and Consequence have gone on to share further details of the agreement.
They outline that the sale includes 50 per cent of the rights to Iron Maiden’s music and to the band’s likenesses. It also comes following a previous collaboration between the band and the entertainment company, where they joined forces for a collection at the Infinite Dreams Museum, exploring the band’s history.
“I am very excited about our relationship with Pophouse and the ability we now have to pursue, facilitate, and finance our many plans and dreams quicker than we ever hoped,” said longtime Iron Maiden manager Rod Smallwood.
Iron Maiden has sold a 50% stake in its music catalog, plus its name, image and likeness rights including mascot Eddie, to Pophouse, the Swedish firm behind ABBA Voyage and the KISS avatars. Terms were not disclosed. pic.twitter.com/RtjvihDL18
— Rock Feed 🎸 (@RockFeedNet) July 14, 2026
“The interest in the band has never been bigger and this strategic partnership, which we’ve been quietly working together on now for over a year, has already had results with the progress on the Infinite Dreams Museum and the filming of the current show,” he added.
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Consequence reports that future projects from Iron Maiden and Pophouse will include cinematic projects, filming their live shows, and doing more to create an online platform for Eddie, the band’s mascot.
Iron Maiden have already made moves with the latter, developing a small computer game around the time they released their album ‘The Final Frontier’ in 2010, and also bringing out some games that can be played on mobile phones.
“[The Phantom Music team, behind the games] have always encouraged and inspired us to take chances in developing Eddie and the worlds he inhabits, such as horror, gaming, or comic books,” said co-manager Dave Shack.
“The band provides the cornerstone of what Maiden is – superlative music and incredible live shows, and the Phantom Team have focused on developing parts of Maiden lore that we think our fans will embrace and enjoy,” he added. “It’s absolutely one of the greatest sandpits for a creative to play in – and Pophouse have already shown they belong in it.”
In other Iron Maiden news, the heavy metal icons were recently forced to play a shortened set in Paris as a massive power cut happened across the city, caused by the heatwaves.
Frontman Bruce Dickinson shared a statement at the time, saying that the set was being recorded for a concert film, and confirming that the band were looking for a way to get the project finished despite the hindrances.
They have recently wrapped up their planned European dates as part of the ‘Run For Your Loves’ tour, and are now set to head across the pond for more shows with Megadeth and Anthrax as support. Visit here for tickets.
The band are among the inductees for the 2026 Rock N Roll Hall of Fame too, alongside Phil Collins, Billy Idol, Joy Division/New Order, Oasis, Sade, Luther Vandross and Wu-Tang Clan. They recently made it clear, however, that they will not be attending.