Fisher-Price will continue to serve as the preschool series master toy partner.

EUROPE–Acamar Films has extended its partnership with Fisher-Price as the master toy licensee for its preschool property “Bing.”

The partnership, which began in 2014, has seen strong retail distribution and support for the toy line. Fisher-Price has also recently launched several new “Bing” products, including a new feature plush and TV driver.

The latest launch within the “Bing” product offering will be supported by an extensive marketing plan in the lead up to the holiday season and 2018.

 “Our relationship with Fisher-Price is at the heart of our growing ‘Bing’ licensing program, and the toy line will continue to contribute to ‘Bing’s’ success as we extend not just in the U.K. but also internationally,” says Bethan Garton, head of licensing, Acamar Films. “Fisher-Price has a great team working on ‘Bing,’ and we want to take this opportunity to thank them for their hard work so far in delivering best-in-class toys to little Bingsters.”