Bob Marley's family and Hilco Consumer Capital, a private equity firm that invests in retail brands, are preparing a major push to license the late reggae legend's likeness, trademarks and themes for apparel, food and even video games, the Wall Street Journal said.

Hilco, which has compiled a stable of retail brands including Halston and Ellen Tracy, this month invested some $20 million for half of House of Marley LLC, a joint venture with the Marley family, the paper said, citing people familiar with the matter.