In 1945 Marcel Bich opened a factory on the outskirts of Paris with a partner, and after purchasing the patent of the ball pen from the Hungarian Ladislas Biro, started manufacturing his own ball pen design (cheap and reliable) to which he gave a shortened version of his name, i.e. BIC. Today the easily recognizable BIC ball pens are distributed worldwide. The caption on the poster tells us that this is a new pen by BIC