The late Jamaican reggae icon Bob Marley is poised to become the face of the world's first global marijuana brand.

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, the singing Rastafarian who became the face of a lifestyle, and in many ways, for medicinal uses of , returns 33 years later as the icon for the Marley estate endorsed Marley Natural, a company that aims to launch the first global brand.

Hype Life Magazine has learned that Marley’s family and an American venture capital firm announced a plan to make Marley the face of what they called “the world’s first global cannabis brand.”

The makeover of Bob Marley — from the rebel behind anthems like “Get Up, Stand Up” and “Burnin and Lootin” to the face that launched a thousand bongs — would seem to be complete.

The idea behind the brand is to produce strains of cannabis that are consistent around the globe as cannabis use enjoys increasing acceptance and growing support for legality.

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Marley Natural will be aided in its quest to position itself as a mainstream consumer brand by the same creative force that helped to brand New Balance and Starbucks Coffee. Brenden Kennedy, the CEO of Marley Natural’s parent company, Privateer Holding, spoke plainly on the goals ahead for the brand.

“This is what the end of prohibition looks like. Bob Marley started to push for legalization more than 50 years ago. We’re going to help him finish it.”

Countless marijuana cultivation companies have named strains after the iconic singer; some as tribute, but most mere marketing ploys. What sets Marley Natural apart is that for the first time, a brand has garnered the support of the surviving Marley offspring.

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Marley’s first born daughter, Cedilla Marley, spoke to the fact that her father’s role in the venture is a necessary one.

“It just seems natural that Daddy should be part of this conversation. As Daddy would say, make way for the positive day.”

Cedilla’s mother, Rohan, expounded on the sentiment, reminding Marley fans that as the push for legalization strengthens, Bob Marley would not only be behind this venture, but he is most certainly taking part in the movement.

“My husband believed ‘the herb’ was a natural and positive part of life, and he felt it was important to the world. He looked forward to this day. You can depend on Bob. He’s 100 percent behind what is happening. He’s happy because this is what we dreamed of. It was unruly for them to call it or drugs. We saw it as a spiritual thing, given to us by God.”

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