Michael Jackson helped develop merchandise for London event

Universal Music took control of Bravado with the purchase of Sanctuary Group in 2007, as part of the company's strategy to expand its business beyond the ailing compact disc. Bravado has offices on virtually every continent, and it is developing a range of products for popular artists, including a line of sunglasses for Kanye West, handbags for Beyonce, and intimate apparel for Katy Perry.

Tom Bennett, Bravado's chief executive, said he emphasized the company's global reach in initial meetings in May with Jackson's manager, Frank Dileo, and AEG Live CEO Randy Phillips and, on the following day, in a session with Jackson. "He explained to me what he thought and how he wanted things to be done," Bennett said of his conversation with Jackson. "He was very specific. He had a very deep grasp of merchandising and worldwide marketing."

Bennett said Jackson insisted on going beyond the traditional concert T-shirt by developing a fashionable line that even acknowledged the concert venue with a tea set.

Bennett said he had a subsequent two-hour meeting with Dileo, Phillips and Jackson on June 4, three weeks before the pop star's death, where he presented designs and prototypes of the tour merchandise.

"He got so excited, so enthusiastic, he did a little dance move at the end," Bennett said. After the singer's death, Bravado finalized terms with AEG. The promoter signed the contract Monday, but Bravado withheld an announcement until Jackson's memorial services ended Tuesday in Los Angeles. AEG is believed to have notified the family as a courtesy. The firm did not return calls.

It is unclear whether the Jackson estate will share in the proceeds. Bravado executives declined to project sales for the new line.

The greatest challenge, Bennett said, is to combat the proliferation of bootleg merchandise.

dawn.chmielewski@latimes.com