is proving a success in the Benelux region and its growth is set to soar even further with a new raft of licensing and broadcast deals announced.
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Thanks to Acamar Films and its Benelux agent License Connections’ dedicated focus, “Bing” is enjoying rapid growth and momentum. Following the success of the core toy launch in AW 2019, “Bing’s” Homeware, Publishing and Toy & Games ancillary categories have expanded with new and extended licensing deals.
The new partners are John, Big Balloon and Mepal, with John’s toy range including “Bing” playing balls due to launch SS 2021 and Big Balloon launching “Bing” magazines in Q4 2020. Mepal is the number one brand and market leader in Benelux for melamine lunchboxes and drinking cups and will launch the Bing collection in AW 2020.
Meanwhile, existing partner TM Essentials, with their numbwe one brand Totum, have extended their current Bing range with new wooden toys, puzzles and car accessories launching AW 2020.These deals are in addition to current partners Vadobag for bags and Aymax for bedding who have been on board since the beginning of the Bing licensing program in the Benelux region.
Spectron, the local distributor for Golden Bear, have increased their listings to include Belgium following the huge success of the AW 2019 and SS 2020 launches in the Netherlands, where all toy products sold out within a few weeks. Spectron will be TV advertising to support the AW 2020 range.
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