October 8, 2020
Acamar Films has announced a new partnership for its preschool hit “Bing” with Leolandia, Italy’s leading theme park destination for young children.
Acamar Films is exhibiting at Festival of Licensing, the month-long virtual celebration of the global licensing industry, which takes place online Oct. 6-29. It’s free to register and attend via www.festivaloflicensing.com.
“The partnership between Leolandia and Acamar Films, both well-renowned in the kids’ entertainment industry, has produced great feedback and results from the 2019 season,” says Giuseppe Ira, president, Leolandia. “The park has set many precedents with the most beloved characters, exclusive areas and dedicated shows, attracting millions of visitors over recent years. Innovation and vision are our driving forces; therefore, we are very pleased to have signed this agreement extending our collaboration with Acamar Films and ‘Bing’ and strengthening the popularity of Leolandia among our core pre-school audience. We look forward to enriching our offer with the exciting development of a dedicated ‘Bing’ area at Leolandia.”
As the first multi-year theme park agreement for “Bing,” the long-term partnership cements the popularity and longevity of the brand in Italy, where it has been going from strength to strength since its launch on Rai Yoyo in February 2018.
The new agreement will enable the theme park to become the first park in the world to host a dedicated “Bing”-themed attraction. The partnership grants exclusive rights in Italy to Leolandia for the development of a fully themed 9,500 sqm area, with the first phase due to open in 2023. The attraction will feature interactive play areas, live show venue, restaurants and shops and aims to create a fully immersive environment that brings the world of “Bing” to life.
“We are thrilled to be partnering with Leolandia on such an exciting new development for ‘Bing’ and their family focused and world-renowned theme park,” says Kirsty Southgate, promotions and partnerships director, Acamar Films. “It’s testimony to the growing success of ‘Bing’ in Italy and a real step-change for ‘Bing’ both there and globally, paving the way for the expansion of ‘Bing’s’ international experiential entertainment footprint.”
The deal between Leolandia and Acamar Films was brokered in close collaboration with Maurizio Distefano Licensing, who represents the Bing brand in Italy and manages a highly successful licensing program of more than 40 licensees.
“The popularity of Bing in Italy has allowed us to secure deals in product categories that can only be activated with one-of-a-kind properties. Leolandia is proof of this and we strongly believe that this new theme park area will connect “Bingsters” with their favourite characters in an even deeper way, creating a world that existed only in their dreams.”
The plans for the theme park attraction follow the success of a test Meet and Greet activity and an exclusive show with Bing and Flop at Leolandia in April 2019. The partnership was extended for a full year in 2020 as discussions began on a permanent area within the park.
“The popularity of ‘Bing’ in Italy has allowed us to secure deals in product categories that can only be activated with one-of-a-kind properties,” says Maurizio Distefano, president, Maurizio Distefano Licensing. “Leolandia is proof of this and we strongly believe that this new theme park area will connect “Bingsters” with their favorite characters in an even deeper way, creating a world that existed only in their dreams.”
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