Bel Licensing has expanded the licensing program for The Laughing Cow, Babybel, Belcube and Kiri brands with partnerships across the U.S., Japan and Europe.

In the U.S., a new deal brokered by Design Plus Licensing with Voilà Vintage, consists of a reissue of one of the famous The Laughing Cow adverts, using the giclee technique.

In Japan, deals brokered by Copyright Asia, include various Kiri apparel ranges designed by Rainbowworks. 

In Europe, deals brokered direct or by Pink Key Licensing cover various categories, from The Laughing Cow apparel and underwear ranges by Textiss/Freegun and The Laughing Cow and Babybel cycling jerseys by Summit Different to The Laughing Cow puzzles with Upyaa! and The Laughing Cow and Babybel kids collectibles with Klein Toys. Deals have also been signed for The Laughing Cow and Babybel 3D magnets by Albo Trade International and The Laughing Cow and Babybel costumes with Jadeo. 

Kiri Laughing Cow apparel.

“We are benefiting from the terrific work done with our licensing agents these past years plus the recent The Laughing Cow 100th anniversary in 2021, without forgetting The Laughing Cow being awarded Corporate Brand of the year 2021 by Licensing International France,” says Patrick Tamburlin, licensing manager, Bel. “It’s exhilarating to see this acceleration in the number and the diversity of deals for our flagship brands and our gold nugget ones. 2023 should be at the same level with the addition of new properties in our portfolio such as GoGo squeeZ or Merkts in the U.S. and Pom’Potes in France, plus our participation at France Licensing Day & Licensing International Awards 2023.”

Related:10 Minutes With … Bel on Food Licensing Trends

France Licensing Day & Licensing International Awards will take place in the beautiful surroundings of Cité Internationale Universitaire de Paris in Paris, France, on March 9.

Click here to find out more about exhibiting of visiting France Licensing Day 2023.