![How Seth Rogen and Ricky Williams are aiming to succeed in cannabis: 'People view [Rogen] as an authority'](https://i.headtopics.com/images/2021/10/27/marketwatch/how-seth-rogen-and-ricky-williams-are-aiming-to-succeed-in-cannabis-people-view-rogen-as-an-auth-1453179972445786116.webp)
Cannabis-themed movies such as Neighbors and Pineapple Express fueled Seth Rogen's reputation as a lovable and productive stoner. Now he's generated a solid buzz around the U.S. launch of Houseplant.
Former NFL running back Ricky Williams and Canadian screen actor and writer Seth Rogen are pursuing fresh efforts in the cannabis space, as celebrities leverage their fame to launch marijuana-themed businesses, with mixed results thus far.
Others have made much more headway. The Cookies line of marijuana and clothing by rapper/entrepreneur Berner, or the Viola cannabis brands from NBA veterans Allen Iverson and Al Harrington, have managed to generate a positive buzz in the industry. Michael “Mikey” Mohr, co-founder and CEO of Houseplant, said the company doesn’t consider itself a celebrity brand because it isn’t about slapping Rogen’s name on someone else’s product.
In California, Houseplant plans to team up with a network of growers to launch a line of pre-rolled joints. The company will square off against at least one other celebrity line, namely Jay-Z’s high-end cannabis brand, Monogram. Eric Hammond, CEO of Highsman, said the company is seeking $1.5 million in seed capital and has been bootstrapped by private investors up to this point. After it raises its initial seed round, Highsman plans to seek private investors for a Series A venture round next year.
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