Iron Maiden have transferred a 50 per cent stake in their music catalogue and all intellectual property rights related to their band identity and mascot Eddie to Pophouse Entertainment, a Swedish firm specialising in music-driven entertainment ventures. Known for creating elaborate fan experiences, Pophouse previously developed the successful ABBA Voyage immersive theatre production and currently works on avatar projects with KISS.

The partnership builds on earlier cooperation and is intended to accelerate Iron Maiden's entry into film, concert documentaries, and expanded digital projects centred on their mascot across gaming and online platforms. The band's management expressed optimism about accessing Pophouse's funding and expertise, noting the firm's demonstrated ability to evolve legacy artists' brands for contemporary media audiences.