The French premium cheese brand turned lifestyle icon, The Laughing Cow has partnered with the Korean street casual brand, MARKM to launch a new range of laughing licenses apparel and accessories.

In a deal brokered by Infiniss, the non-food licensing agent for The Laughing Cow, Kiri, and Belcube brands in Korea, the range will consist of short sleeved t-shirts, bucket hats, umbrellas, eco-bags, and socks.

The Laughing Cow has earmarked 2021 as the year of particular note for the brand, being not only the 100th anniversary of the IP, but also the Year of the Ox. The launch of the MARKM range will take place on April 1st this year.

The range will land exclusively on the Kakao Talk platform, a popular platform among MZ generation. It will then launch at three brick and mortar MARKM stores.

“We hope that this collaboration product will help consumers get the healing power of laughter for a while,” said professor Noh Soo-seop, the project director of the collaboration.

“Thanks to this brand new MARKM x The Laughing Cow collaboration, The Laughing Cow licensing programme is reaching a new step in Asia and asserting the Laughing Cow as a lifestyle brand,” added Patrick Tamburlin, Bel Licensing director.