‘Bing’ Announces New Toy Partnership with Maki

Expanded toy range will be distributed in the Nordics, including Denmark, Finland, Norway, more.

March 29, 2022

Acamar

Acamar Films’ preschool series, “Bing,” is poised for further growth in the Nordics, announcing Maki as the property’s new pan-regional master toy partner. The agreement follows the contract renewal with licensing agent, Alicom, as “Bing” continues to deliver strong broadcast ratings across the region.   

“Bing’s” global master toy partner Golden Bear has signed the agreement with Maki, the largest distributor of toys and games in the Nordic countries, to cover Denmark, Sweden, Norway, Finland, Greenland and Faroe Islands. Maki will be distributing Golden Bear’s expanding toy range, which includes plush, figurines and playsets and aims to inspire creativity, build imagination and encourage role-play in little ones as they bring the TV show to life. 

Alicom has been representing “Bing’s” Nordic licensing program since 2019 and will continue to represent the property across Denmark, Sweden, Norway, Finland and Iceland.

“Bing” is already a hit with children in the Nordics. The show airs in

peak time slots on top broadcasters NRK Super in Norway, Nelonen in Finland and SVT Barn in Sweden where the program captured a 78% share of viewers aged 3-6 in its peak time slot (July-December 2021). “Bing” is also available via the pan-regional SVOD platforms, SF Kids Play, a dedicated kids’ platform on which Bing is one of the most widely viewed series and Viaplay, a strong SVOD player in the Nordic market. 

“We’re really happy ‘Bing’ is moving and delighting so many young viewers across the Nordics,” says Laura Clarke, director of licensing, EMEA, Acamar Films. “Its strong ratings there emphasize how relatable the show is globally. We are excited to start working with our fantastic new partner, Maki, and to continue our successful partnership with Alicom, to create new opportunities to deepen engagement even further.”

“We are thrilled to be bringing ‘Bing’ toys to the Nordic region with this new agreement,” says Martin Wendrich, commercial director, Maki. “The program’s strong values and long-term content plans complement our years of expertise in the distribution and marketing of toddler and pre-school properties. We look forward to working together with Golden Bear and Acamar Films to grow ‘Bing’s’ success in the region.”

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