Univision Enterprises, a relatively new division of media giant Univision Communications, has signed an exclusive global agreement to license consumer products branded with the name an image of late salsa queen Celia Cruz.
Cruz-branded products will include apparel and accessories, stationery, calendars and fragrances.
Univision struck the deal with Eventus, the entertainment production and marketing company headed by entrepreneur Nelson Albareda that has the rights to Cruz's estate.
"For Celia, nothing was more important than her fans. It is very gratifying to know that through this agreement, they can have Celia closer to them than ever. She would be very pleased," said Omer Pardillo-Cid, who managed Cruz for many years and is the executor of the Celia Cruz Estate and a partner in Eventus.
Cruz, who died in 2003 and was one of the most iconic figures in Latin music in any genre, had not only a signature sound but also a signature presence and even signature phrases like her trademark "Azúcar!" (Sugar) shout.
Launched a year ago, Univision Enterprises focuses on three core businesses: Univision Direct, which develops products and services to directly serve consumers, such as the Univision MasterCard Prepaid Card; Univision Consumer Products, which is focused on licensing; and Live Event Development and Activation.