Acamar Hires ‘Bing’ Licensing Execs

The U.K.-based Acamar Films, producer of the children’s TV show “Bing,” has expanded its team, adding Bethan Garton as head of licensing and Emma Read as brand manager.

The Licensing Company remains licensing agent for “Bing” in the U.K., Germany, France and Benelux, while Bethan’s role at Acamar will encompass seeking agents in additional territories and managing these alongside master partners.

The new appointments come as brand activity ramps up following the launch of the series last month on CBeebies in the U.K.

Bing already has a strong licensing program in place with partners including HarperCollins for TV tie-in titles and Fisher-Price as master toy licensee.

As head of licensing, Bethan will build the licensing program for “Bing,” in the U.K. and internationally, as the show rolls out to new territories. Bethan was formerly senior licensing manager at The Licensing Company U.K. where she oversaw the development of “Bing” for two years, before moving to Acamar Films to continue the program in-house. She has also held roles at both Mattel U.K. and Mattel Canada.

Reporting into Bethan, Read will be responsible for product and brand marketing development. Emma began her career at Universal Music and since then has worked on numerous brands such as Postman Pat, Where's Wally?, Tinga Tinga Tales, and most recently, while at Hallmark U.K., Emily Button and Forever Friends.