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Acamar Films Renews with Apparel Partnerships

“Bing” softlines continue to grow.

Aykroyds & TDP has been a long-term partner for “Bing,” with its nightwear range naturally aligning with bedtime routines, one of the show’s key themes.

‘“Bing’ has been a core offering in our preschool stable since 2016 and each year the ‘Bing’ business has steadily grown for us,” says Dean Greasley, head, licensing, TDP Textiles. “We are delighted to be renewing our partnership once more with the Bing team.”

Bing’s gender-neutral appeal has enabled Fashion UK to capture key online retail space during a challenging time, offering apparel buying departments flexibility with their merchandising.  

“Gender-neutral brands are becoming more of a consideration when our buyers are looking at properties to support,” says Hannah Miles, joint managing director, Fashion UK. “‘Bing’ has a unisex appeal and the yearly trend guides mean that we can offer each of our retailers a different look and feel, with timeless designs to suit any time of the year." 

Online was a key area for softline growth in 2021. The launch of new girlswear lines on the Asda George website for spring/summer, Smiffys’ new Sula costume at Sainsbury’s TU for World Book Day and a website takeover in July generated a huge audience response, with Bing’s highly engaged social community sharing photos of Bingsters enjoying “Bing” apparel. 

Fall/winter has seen the launch of a new Bing BBC Children in Need range, with exclusive clothing lines available on The Bing Store and a portion of the proceeds going toward helping young people across the U.K. 

 “We are delighted to have seen real growth this year across all our apparel categories,” says Louise Simmonds, head, U.K. licensing, Acamar Films. “The launches of some great new products and an expansion of our retail footprint is a real positive in what has continued to be a tough year. We very much look forward to continuing with all our partners.”


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