Iron Maiden have entered a significant business partnership by selling 50% of their music catalog and likeness rights to Pophouse Entertainment, a company known for its work with ABBA Voyage and KISS avatars.

The deal, confirmed through a press release, aims to accelerate the band's creative projects, including cinematic ventures, live show filming, and an online platform for their mascot Eddie.

Longtime manager Rod Smallwood expressed excitement about the partnership, highlighting its potential to streamline the band's plans and financial goals.This collaboration follows a previous joint project at the Infinite Dreams Museum, which explored the band's history.

Future initiatives include expanding Eddie's presence in gaming, horror, and comic book realms, with co-manager Dave Shack emphasizing the synergy between the band's musical legacy and Pophouse's creative vision.

The move also aligns with Iron Maiden's ongoing activities, such as their European tour and induction into the 2026 Rock N Roll Hall of Fame, though the band has opted not to attend.

The terms of the sale remain undisclosed, but the partnership underscores a strategic shift towards leveraging brand value for innovation and global reach.