Roy Rogers musical heading for Broadway

The Roy Rogers Family Entertainment Corporation, Happy Trails, LLC and the Spangler Group have announced that they will produce a new Broadway musical inspired by the life and music of the iconic screen cowboy Roy Rogers.

Roy Rogers was one of the most heavily marketed stars of his era. Between 1945 and 1975, the Roy Rogers brand, one of the first in entertainment to be broadly licensed, generated an estimated $1 billion in revenue derived from 88 films seen by an estimated 80 million people a year. The top rated Roy Rogers TV Show aired 100 episodes while selling 150 million comic books. Roy Roger's image made it onto over 2.5 billion boxes of Post Cereal.

Brickman said,

I'm excited to be able to introduce Rogers to a new generation - and to re-introduce him to his older fans. At the height of his popularity, Roy had millions of fans worldwide and reigned for decades as the embodiment of simple, honest American values. It will be interesting to contrast that ideal with the current environment of ambivalence and moral uncertainty.