In a move aimed at further widening the appeal of the Michelin brand, the Michelin Group today announced it is launching a major brand extension initiative. The worldwide initiative will target consumer markets through a licensing program. The Licensing Company (TLC), a London-based agency, has been retained by Michelin to develop the program. Though the details will not be finalized until autumn of this year, Michelin says the initiative will include the use of the brand name and Bibendum, the Michelin Man, in diverse consumer goods markets.