THE LAUGHING COW - rare lithographed cardboard mask in the shape of a cow's head (after B.Rabier, not mentioned). Excellent condition, never worn. Circa 1940-50. Approximately 25 x 21 cm. The story begins in Orgelet in the Jura, where Jules Bel set up as a master refiner at the age of 23 (1865), and was only 55 when, in 1897, he handed the business over to his two sons, Henri and Léon, aged 29 and 19 respectively. In 1897, the company moved to Lons-le-Saunier, taking advantage of the proximity of the railway line and the Montmorot saltworks. Henri left the company in 1908, and the name was changed to "Léon Bel, Gruyère en gros". On 16 April 1921, Léon Bel registered the brand name La vache qui rit. The idea came to him to use the RVF B70 badge as inspiration to depict a full-length cow with a hilarious expression (source: lamaisondelavachequirit.com).