Kevin Hart has signed away the rights to his name

Kevin - who has children Hendrix, 18, and Heaven, 20, with ex-wife Torrei Hart, and Kaori, five, and Kenzo, eight, with his wife Eniko Hart - said in a statement: "This partnership is about acceleration, growth and diversification. I've spent years building businesses and creating opportunities, and joining Authentic gives me the platform and global infrastructure to take my brand to the next level.

"Becoming a shareholder allows me to co-own some of the most recognizable IP of all time while building my own brand legacy. I want the Hart name to live on for generations to come and be something that my grandkids and their grandkids will be able to be proud of."

Authentic are delighted to have such a "visionary leader" on board and know the 46-year-old star will be an asset to the company.

Jamie Salter, Founder, chairman and CEO of Authentic, said: "Kevin is one of the most dynamic entertainers and entrepreneurs of our time.

"His creative vision, business instincts and cultural impact are unmatched. Kevin sees what we see: the power of brand ownership and the opportunity to build a global, long-term business. His investment in Authentic also reflects our mutual confidence and shared vision for that growth."

Corey Salter, President of Entertainment and International at Authentic, added: "Our strategy has always been to partner with visionary leaders who are building brands with long-term global relevance. Kevin represents the future of entertainment-driven IP, and together we will expand his brand across new categories and geographies, strengthening the entire Authentic network."