I’d never seen this before until I had exactly the same problem last night fitting a Kenda Nevegal to a WTB Speed Disc. The general consensus is either talc on the inner tube and inside of the rim, or soapy water on the bead and inside of the rim, followed by some high pressure. Anyway I just went in to the garage to sort it but figured I’d opt for just high pressure (75psi) first and pop – on it went.
So try pressure first and failing that, stick some soapy water on the bead and rim and try again.
EDIT – I always give the tyre a good flexing after about 15psi to make sure everything’s seated properly but I couldn’t for the life of me sort this problem out in the same way. Maybe the rim tape is damaged.
Matt