In connection to the deal, The Thread Shop is bringing on Joe Marziotto as vice president, licensing & marketing.

It's a "Happy Xmas" for The Beatles fans. Just in time for gifting season, Sony Music Entertainment's merchandise agency, The Thread Shop, has signed a new deal to produce merch for the iconic rock band in North America.

The Thread Shop's partnership with the band's Apple Corps, Ltd. -- created in 1968 to oversee their business and creative interests -- includes new merchandise, licensing, retail and eCommerce opportunities in North America. The first wave of merch, which includes clothing, toys, turntables, and a pinball machine, will be available at a Beatles holiday pop-up store in New York City from Dec. 11 through 22. 

“More than a half-century after Beatlemania first broke out in the U.S., The Beatles remain an unmatched cultural force in our society," said Sony Music Entertainment president, commercial music group, Richard Story. "Their revolutionary achievements continue to inspire artists and thinkers across borders, cultures, and generations. We are tremendously honored that they have entrusted The Thread Shop with their iconic brand, and we look forward to sharing their extraordinary vision with fans.”

The Thread Shop will operate The Beatles' U.S. commerce site, along with making the merch available across its network of retailers. And in connection with the deal, The Thread Shop is also bringing on Joe Marziotto as vice president, licensing & marketing.

Marziotto previously served as vice president of brand marketing at Universal Music Group's merch arm, Bravado; and prior to that, he handled The Beatles merch licensing for Live Nation. In his new role, he'll report to Thread Shop head Howard Lau.

Other Thread Shop artist partners include Bob Dylan, Camila Cabello, DJ Khaled, Led Zeppelin, Lil Nas X, Maluma, Ozuna, P!nk, Shania Twain and Zayn.