The Bel Group has signed a worldwide licensing representation deal with IMG for its The Laughing Cow brand.
The Laughing Cow is sold in 137 countries and Bel claims ‘the brand benefits from a unique global appeal that goes beyond the famous cheese itself’.
A style guide has already been developed around four key values of the brand: design and contemporary, fun and bold, retro and vintage and ‘happy family’.
IMG is looking for the guide to inspire creative designs across categories including apparel, decoration items, games, kitchen accessories and publishing.
“We are excited to be partnering with The Laughing Cow, which we believe has all the elements needed to create a strong international licensing programme," said Mickael Andreo, licensing director at IMG.
"Our aim is to translate the core values of the brand into a fun, distinctive and broad range of licensed products inspired by its unique appeal.”
Mariana Coronel, marketing development director at Bel Group, added: “This partnership with IMG will allow us to maximize opportunities and greatly develop our brand’s international potential in licensing.”
The Bel Group licensing activity will be led by an IMG team based in Paris, which will also work with IMG’s global licensing team.