• Los Angeles Times, Thursday, July 9, 2009 10:35 AM

Michael Jackson was intimately involved in brainstorming what would become more than 300 items -- from jigsaw puzzles to games for children to rhinestone dog tags -- that were to be sold in conjunction with the "This Is It" concert series at London's O2 Arena later this month, Dawn C. Chmielewski.

Universal Music Group -- not Jackson's label, Sony Music Entertainment -- developed the product line and marketing plan through its merchandise division, Bravado, which is unveiling the line in a partnership with Jackson's concert promoter AEG Live.

Among other ideas, Jackson insisted on going beyond the traditional concert T-shirt by developing a fashionable line that, for example, acknowledged the concert venue with a tea set.

"He explained to me what he thought and how he wanted things to be done," Bravado CEO Tom Bennett said of a conversation with Jackson. "He was very specific. He had a very deep grasp of merchandising and worldwide marketing."

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