Acamar Films Renew ‘Bing’ Partnership with Master Toy Partner Golden Bear

More “Bing” toys are incoming for fans.

License Global

October 11, 2021

2 Min Read

Acamar Films, producers of the preschool animated TV series “Bing” along with Brown Bag Films, has renewed their licensing deal with master toy licensee Golden Bear.  

The EMEA agreement, which extends the partnership for a further four years, will run until 2025. The initial range, featuring core character plush toys was launched in 2019. 

“I am very proud of what our team and distribution partners have achieved with ‘Bing’ over the last three years,” says Barry Hughes, managing director, Golden Bear. “We are delighted to have signed a further long-term agreement with Acamar Films on the property and look forward to introducing ‘Bing’ toys into new markets. The highly experienced Acamar Films team have proven themselves to be experts in getting all the building blocks in place to ensure success in every market in which we have launched. We are so excited about what the next few years hold for ‘Bing’ in both current and new territories.” 

A pan-European partnership, Golden Bear’s toy sales for “Bing” have increased not just in the U.K. but across multiple markets including Italy– where “Bing” continues to be the top pre-school property – the Netherlands and Central Eastern Europe. Further expansion is planned for 2022 and beyond, in line with Bing’s growing licensing program. 

Over the three years since the range launched, “Bing” has become Golden Bear’s number one global license and seen a 110% sales uplift between 2019 and 2021. This growth continues into 

Christmas 2021, with a 52% increase in retailer stocking points compared to AW20. 

Delivering a multi-year product strategy to steadily expand the toy lines, the range has expanded further across feature plush, playsets and most recently bath toys. The development of additional characters and locations are serving to grow Bing’s world and ensure the longevity of the range. 

“We are hugely excited to be continuing this fantastic collaboration with our master toy partner Golden Bear,” says Natalie Harvey, executive director, sales, Acamar Films. “They have delivered a wonderful range of ‘Bing’ toys which continue to delight our Bingsters across the world– with so much more to come. In the last three years, the Golden Bear team has shown true innovation, care, and talent as they have built out the world of ‘Bing,’ whilst successfully negotiating the industry’s many challenges. We look forward to celebrating the future success of this partnership and the continued growth for ‘Bing’ in the years ahead.” 


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