Michelin to exploit mascot Bibendum for promotion

CLERMONT-FERRAND, France (June 8)—Hoping to capitalize on the already high public recognition of its name and the Bibendum mascot, Groupe Michelin has retained The Licensing Company of London to develop a consumer products using the Michelin and Bibendum names and images. Claiming that Michelin is the world´s No. 1 tire brand, Michelin hopes to parlay that distinction and the renown of its travel guides and maps into further consumer products, the company said. Specifics of the program won´t be released before this fall, the two companies said in a joint release.