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‘Bing’ Licensing Program Expands

Multiple licensing partners have signed on to expand “Bing.”

Acamar Films’ preschool show “Bing” continues to expand its lineup of licensees with agreements in homewares, celebration, publishing and experiential. New deals with Beautiful Game and Kennedy Publishing, further line extensions with Moonpig and a renewal of the partnership with CBeebies Land at Alton Towers Resort are set to further build the “Bing” licensing program.

“We are thrilled to announce we are teaming up with these respected partners to offer ‘Bing’ fans a selection of wonderful new quality products,” says Louise Simmonds, licensing and merchandising head, U.K., Acamar Films. “We are excited to be expanding our ‘Bing’ licensing program thanks to our dedicated focus and carefully considered strategy, which has seen strong growth over the past year.”

Beautiful Game launched “Bing” wall stickers last August, which are now available direct to customers from their web shop ( and on Amazon Prime.

Kennedy Publishing launched its Box of … “Bing!” on Aug. 13. The deal is for a branded carry box containing a 16-page craft magazine, a 16-page coloring magazine, two fold-out sticker sheets, a fold-out poster, giant sticker story and lots of creative gifts, from paint pots and crayons to cookie cutters and craft supplies. Priced at £3.99, the newly themed box will go on sale across newsstands every six weeks. “Bing” will also feature in Kennedy Publishing’s compilation titles “Busy Time” and “Get Busy.”

Moonpig launched first with personalized “Bing” cards in January 2020 and then expanded the collection to the addition of e-cards beginning last April. The “Bing” launch has been a success, and Acamar Films is developing more product with Moonpig.

Bing” has been resident in CBeebies Land at Alton Towers Resort since 2017, and due to the ongoing popularity of the brand, the partnership is confirmed to continue into 2021 with two mini shows and Bing and Flop meet & greets. The popularity of “Bing” is also reflected in merchandise sales, with “Bing” continuing to be the top-selling brand in the retail stores within the CBeebies Land and CBeebies Land Hotel.   

Acamar Films will be an exhibitor at this year's Festival of Licensing. To see what they and many others have to offer, register now!

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