Acamar Films Appoints Spotlight Licensing for ‘Bing’s’ North American Growth

Multi-year licensing and merchandising agreement covers the U.S. and Canada.
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License Global

May 23, 2022

Acamar Films promotional image.
Acamar Films promotional image.Acamar Films

Acamar Films

has announced the appointment of Spotlight Licensing as its licensing and merchandising agent for the U.S. and Canada for its globally successful, award-winning preschool series, “



The multi-year licensing and merchandising agreement covers the U.S. and Canada to drive strategic “Bing” licensing and retail programs as the show’s footprint continues to grow in North America. 

A bespoke American version of “Bing” 

made its U.S. debut

on Cartoonito on Cartoon Network in September 2021, to great success. The show then launched on Cartoonito on HBO Max in February. Cartoonito is highlighting “Bing” as a series that helps young viewers understand how to manage emotions, understand others’ perspective and develop social skills. In Canada, the series is available on TVO Kids, TFO and Amazon Prime Video. “Bing” is also available on YouTube and in the app stores in both the U.S. and Canada.  

Spotlight Licensing is an award-winning boutique licensing and IP management company with

experience in the preschool sector. The agency has a reputation for innovation and successfully extending licensing programs by tailoring strategy to reflect the unique DNA of an individual property. The Spotlight Licensing team will be exhibiting at this year’s Licensing Expo in Las Vegas and are looking forward to spreading the word about “Bing” and exploring exciting opportunities with attendees. 

“We are delighted to be partnering with the award-winning licensing and merchandising team at Spotlight Licensing,” says Sandra Vauthier-Cellier, chief commercial officer, Acamar Films. “Their outstanding expertise of preschool properties and their strategic and innovative approach, coupled with their wholehearted passion for ‘Bing,’ promises exciting results. ‘Bing’ already enjoys a hugely successful licensing program in Europe, with consumer products across a wide variety of categories, live shows and other immersive experiential offerings. Now we’re looking forward to launching and building Bing’s licensing program in the U.S. and Canada to provide our audience with equally delightful products and experiences to connect them even more closely with ‘Bing.’” 

“The whole team here at Spotlight has been moved and delighted by Bing and we’re excited to be working with Acamar Films on developing a dynamic and robust program to accelerate its growth in the region,” says Carole Postal, president, Spotlight Licensing. “With its strong, unique and timeless values, the series is so relatable for toddlers and their families, and we want to help deepen their engagement and ensure its longevity.” 

Acamar Films has established a successful licensing program for “Bing” in European markets with more than 100 licensees on board across key categories, from





kids’ audio storytelling

and games, and

experiential activities

. The show is currently distributed to more than 130 territories and engages digital audiences daily via 20 language-specific YouTube channels, social media channels and a suite of digital apps. 

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