Consumer Psyche

Albert Einstein, dead since 1955, is earning $10 million a year. John Lennon, $15 million. Elvis, $55 million. Marilyn Monroe, $8 million, about the same as Andy Warhol. Deceased artists, celebrities and rumpled physicists can generate substantial revenue for their heirs through merchandising and endorsement deals. Marilyn curtain rings, Warhol flip-flops, Elvis candy dishes — the possibilities are as endless as they are tacky.

“We look at Bruce Lee as a lifestyle,” Ms. Lee said.

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