Acamar Films has appointed Golden Bear as the new master toy licensee for its hit animated preschool property, Bing. The British company holds master toy rights for the U.K., Ireland, EMEA and Australia.
“We’re thrilled to welcome Golden Bear to the Bing family,” said Sandra Vauthier-Cellier, Chief Commercial Officer at Acamar Films. “The team have demonstrated a genuine passion for the property and their record of success in the pre-school sector is unrivalled. They are undoubtedly the perfect partner to capture the unique essence and values of Bing and transform them into a range of toys that children and parents love.
The new Bing line of playthings will feature Bing, Flop and friends in plush — including basic, talking, feature, night-time and jumbo; figurines and playsets; role play items; bath toys and wooden peg puzzles. The first products will launch in Autumn/Winter 2019. Golden Bear’s retail relationships and distribution capabilities will be key in driving the future success of Bing as the series gains popularity in the U.K. (where it’s a top-rated show on CBeebies and BBC iPlayer, with 250+ million requests) and the international roll out continues in major markets.
Barry Hughes, Managing Director at Golden Bear added: “We are extremely excited about bringing our preschool expertise and passion for toys and applying it to the wonderful property, Bing. We have watched with great admiration as Bing has established himself in the hearts of preschoolers over the last few years, and the iPlayer views (which have surpassed anything we have seen before), are a true testament to how much preschoolers wish to engage with the characters. We are truly delighted that Golden Bear can now be considered ‘A Bing Thing!’”