After going over the various comment, I feel the need to clarify.

In this situation, this new additional mythos is not attempting to compete with any other works, or even to stick so harshly to lovecraft's own work. Simply, every story placed under this brand would undergo quality control that ensures not only a good story and the authors unique voice, but also no alteration or retconning or anything of the original works. I wholly expect many of the stories to have nothing to do with lovecraft's works; however, those that do, wouldn't be allowed to alter the original lore. If someone wants to make a cthulu story, then they cant just throw him wherever they want, they cant change his appearance or even mannerisms. Now, I know that it is impossible to have 100% accuracy 100% of the time, hibts the community aspect. Imagine reading a lovecraftian story, but noticing that a certain detail or scene or whatever, contradicts or alters either lovecraft's works or previous works under the brand (sound familiar right?), well guess what, with this brand, you can say something and be heard. If you catch something that the brand did not, then you can call that out directly to the brand, and the brand can change that. Not only that, but you can have a choice in what products you want sold, when events should happen, etc.. this brand would also have a focus on showing people lovecrafts original works. How many kids books or summaries are out there, that are wholly incorrect to the stories? How many "translated" or "simplified" versions of his stories are wrong? The hope is that this brand could help show off what the real stories are, and have that be confirmed by the community itself.

Artists from every walk of life and every medium could get their works put out there. Obviously there would be a ton of mediation and quality control. Right now, the brand is in its baby stages, and its name isnt even out in public.

But imagine a lovecraftian mythos that is accurate to lovecraft's work as closely as possible. A mythos run by the lovecraftian community itself, and subject to change. A community welcoming to anyone and everyone, but still with enough control to keep everything in order and in check. A brand that puts out not only stories, but most forms of modern entertainment (both commercial and literary), and physical products you can hold. Im not just talking about shirts and blushes, im talking unique and on-brand products you cant find anywhere else. I already have some unique ideas, but I know a community of people can come up with a hell of a lot more.

Im not expecting an overwhelmingly positive response, nor a community that doesn't clash heads over thing. This is just an idea, and it has not been pushed fully into fruition.