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Laughs all round for Pink Key Licensing

Agency to develop the licensing programme for The Laughing Cow in the UK.

Pink Key Licensing has secured a deal with Fromageries Bel to build the licensing programme for The Laughing Cow in the UK.

The French brand has been in existence since 1921 with its distinctive logo being known across the world.

“We were looking for more brands to expand our portfolio, but they needed to be brands that anyone would associate with what we are known for,” explained Richard Pink, md of Pink Key Licensing. “The Laughing Cow could not be a better fit for us. It’s a distinctive food brand with a rich heritage and it feels like it belongs with us.

“We want to develop product in a number of categories, not least anything related to the kitchen, but we think there is a great potential in the market for gifting, lunchware, kitchenware and, with brands logos currently so popular, apparel as well. We were attracted to the brand early on, but once we saw the style guide we were totally sold and we can’t wait to get started.”

Patrick Tamburlin, licensing manager at Fromageries Bel, added: “We were looking for a licensing specialist focused in developing long-term programmes especially on food brands.

“I really love what Pink Key has made for Kellogg’s Vintage and Pringles and I can’t wait to see the outcome for The Laughing Cow, an iconic heritage but modern brand with limitless possibilities in terms of categories.”

The Laughing Cow is one of a number of brands within the Fromageries Bel portfolio including Babybel and Boursin, all of which are available for discussion through Pink Key Licensing.

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