Rubies Announces New ‘Bing’ License

Rubies has announced an addition to its preschool property range by partnering with Acamar Films, to bring an everyday dress-up collection for “Bing.”

With designs already in development, the new “Bing” costumes will be designed for everyday role play.

“It’s incredible to think that ‘Bing,’ a character that originated from a series of preschool books, has now become one of the most well-known characters globally within the last decade,” says Fran Hales, head, portfolio and marketing, Rubies. “We are thrilled to be working with Acamar to re-invent the dress-up range for ‘Bing’ and play our part in children’s early development and encourage their everyday play. On top of all of this, we’re overjoyed to be introducing the dress-up in ‘Bing’s’ 10th anniversary year, recognizing the impact he’s had on little ones for a whole decade now.”

“Rubies are experts in their category, and we are delighted to be working with them as we continue to build ‘Bing’ in the U.K. and across Europe,” says Katie Rollings, chief licensing officer, Acamar Films. “We look forward to offering our young fans a beautiful range of dress-up – a crucial play category for preschoolers and one that closely aligns with ‘Bing’s’ ethos, as the show encourages children to use their imaginations and express their creativity.”

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Rubies’ “Bing” range will be available to pre-order at the end of this year.