New Marilyn Monroe photos released

Marilyn Monroe is one of Hollywood's most popular icons, ranking fifth in earnings among dead celebrities this year, according to Forbes.com.

Now, you can see more of Marilyn than ever before, thanks to a Santa Rosa company.

Legends Licensing is selling the commercial rights to hundreds of never-before-seen photos of the Hollywood star following two federal court rulings that loosened control of Monroe's likeness.

"We represent 10,000 images of Marilyn Monroe," said Gary Saal, founder of Legends Licensing. "Our collection is the largest in the world. Now these images can be put to commercial use."

Saal is licensing agent for the heirs of several Hollywood photographers who made the images that helped transform Monroe into an international sex symbol before her death in 1962. The portfolio includes a famous photo shot by Tom Kelley, who captured an image of a nude Monroe reclining against a red velvet backdrop.

Until recently, Legends had to get permission from the Monroe estate to license the rights to the photos -- and share fees with the star's heirs.

But a California judge last March ruled that Marilyn's estate doesn't control the commercial rights to her image. Although she died in California, the judge said, Marilyn was was a legal resident of New York, where celebrities' estates can't license their names, images or signatures.

Licensees paid $7 million in royalties to the Marilyn Monroe estate in 2007, said Surjit Soni, an attorney for the photographers represented by Legends Licensing.

"Now they're free to license Marilyn Monroe photographs from copyright owners at a lower total cost and a higher profit potential," said Soni.

Since gaining the right to license more of its Marilyn collection, Legends Licensing has gone global, Saal said. The company has sold 50 international licenses in recent months, he said.

"This year, our business will probably quadruple," he said. "Marilyn is the number one female icon in the world."

Over the years, his company has licensed Marilyn's image for use on a variety of products -- calendars, prints, books, clothing, wine, clocks, stationery, cosmetics and jewelry, to name a few.

Legends charges a licensing fee and collects a 10 to 15 percent royalty on the wholesale price of the goods.

Legends Licensing has a staff of 11, including employees who handle licensing contracts and artistic issues. The company's creative department, which is in Oregon, restores the historic images and works with licensees on designs.

Legends allows its Marilyn images only on high-end products, Saal said.

"We probably reject 9 out of 10 products that come our way," he said. "We want to protect their integrity."

The privately held company doesn't disclose revenue.

Legends Licensing also controls the rights to photos of other dead celebrities, including Elvis, John Wayne and Sammy Davis Jr.

But it's focusing on its newly formed Marilyn division, Saal said.

"We have the best images of Marilyn Monroe," he said. "Our content is new and fresh."

You can reach Staff Writer Steve Hart at 521-5205 or steve.hart@pressdemocrat.com.