Ingmar Bergman Foundation Appoints Agent

Late movie director will be celebrated worldwide during his 100th year jubilee in 2018.

The Ingmar Bergman Foundation has tapped Swedish agency Bulls Licensing as the global licensing agent for the late film director Ingmar Bergman.

The new licensing program will aim to remind people of Bergman’s legacy and to re-introduce his work to the next generation of fans. Bergman’s signature, self-drawn “little devil” symbol, film posters, quotes and more will serve as inspiration for each agreement.

“We are very happy to be partnering with Bulls Licensing,” says Jan Holmberg, chief executive officer, Ingmar Bergman Foundation. “As one of the most important cultural profiles of our times the award-winning director is without saying a ‘brand.’”

Furthermore, the Ingmar Bergman Foundation will celebrate the late director’s 100th year jubilee in 2018. The year-long festivities will include a variety of exhibitions, festivals, documentary releases and more.

“With enormous pride we welcome this international and yet very Swedish icon, Ingmar Bergman, to our agency,” says Gustav Melin, head of international licensing, Bulls Licensing. “He is a symbol of Sweden abroad just like Abba, Björn Borg, Ikea or Volvo. The vision for Bergman as a brand is to collaborate globally with interesting high-end companies that share the same values as he did.”