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The Bel Group has signed a worldwide deal to push the cheese brand into a wide range of new markets.

IMG to rustle up games partners for The Laughing Cow

Cheese brand The Laughing Cow is coming to the games market.

The Bel Group has signed a worldwide licensing representation deal with IMG for its The Laughing Cow brand, and the firm is now on the lookout for games partners.

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’.

The guide aims to inspire creative designs across categories including games, apparel, decoration items, 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 maximise opportunities and greatly develop our brand’s international potential in licensing.”

The licensing activity will be led by an IMG team based in Paris, which will also work with IMG’s global team.

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