Trustees of Notorious B.I.G.’s estate, which include mother Voletta Wallace and widow Faith Evans, have joined with licensing agency Brand Sense Partners to brand his name. The deal would include control over licensing and merchandising of products containing the late rapper’s name, likeness, and legacy.

“The family and I are excited to move forward with the exceptional team at BSP,” said Biggie’s former manager Wayne Barrow in a statement. “Their understanding of Christopher’s cultural impact as well as their vision for our brand mission made them the best partner possible for the task. We look forward to working hand in hand with them to build on Christopher’s unique legacy.”

BSP also said that they hoped to “leverage the untapped equity in his brand.” The deal was officially confirmed on May 20–a day before what would have been Big’s 39th birthday.