Licensing the Right of Publicity involves authority from the rightsowner, who may elect to grant permission of some kind for the Right of Publicity in question to be used in an advertising or a merchandise context. The licensing business can be disorienting. It is advisable not to operate in a licensing negotiation context without knowledgeable, experienced assistance. There are agencies that operate in the licensing arena who can assist. Feel free to contact Luminary Group LLC if you are interested in its services.