Authentic Brands Group and media company Neca Inc. are buying rights to Marilyn Monroe from the late actress’ estate, with plans to debut brands, including a reality television show, based on her image, Bloomberg reports.

Authentic Brands is proposing a reality TV show called "Who Is the Next Face of Marilyn," which would feature contestants trying to win the right to represent the Marilyn Monroe brand, the story says. It’s also in discussions with mass and luxury retailers to sell home products, cosmetics and lingerie tagged with the late star’s brand, the article adds.

Authentic Brands, backed by Leonard Green & Partners and run by Jamie Salter, jumped into the dead celebrity branding business when Salter agreed in 2009 to partner with singer Bob Marley’s estate to sell merchandise under his name, the article notes.