Snoop Dogg launching his own SnooperMarket

Rapper Snoop Dogg is teaming up with bosses at online retailer Overstock.com to launch his own Internet store.

The Gin and Juice hitmaker, aka Snoop Lion, has signed on as the new spokesperson for the website and features alongside his wife Shante and three kids in new advertisements for the firm.

As part of the deal, a section of the site will be dedicated to his own SnooperMarket, promoting the hip-hop star's own branded products and items he and his family have personally picked out.

Overstock.com CEO Patrick Byrne says, "This was an inspired collaboration. The collaboration between Snoop Lion and Overstock.com turned out to be much more effective than either party imagined at the outset."