'Bing' Announces New U.K. Partners, Product Expansion

Multiple new products featuring "Bing" will roll out soon.
License Global

May 6, 2021


Acamar Films are expanding their U.K. licensing program for "Bing."

This year Acamar Films have welcomed new categories to the consumer product program taking the U.K. licensing portfolio up to 25 licensees.

Solent Group will launch bath time and dental products and children's audio system and Tonies will be delivering an audio storytelling experience for Bingsters slated for a 2022 release.

"Bing" master publisher HarperCollins will introduce nine new titles scheduled for this year.

"Thanks to strong support across retail and increased range space, 'Bing's' backlist continues to perform well alongside exciting new titles such as 

Bing and the Fire Engine

 and the timely vaccination picture book with stickers, 

Doctor Bing

," says Juliet Matthews, publisher, media and brands, HarperCollins Children's Books. "Our single sound novelty title 

The Rainybow Song

 is a standout title, selling 1,000 copies consistently every week."

Master toy partner Golden Bear saw a 115 percent year-on-year sales growth

for "Bing" in 2020 and is expanding Bing's world in 2021, introducing Nicky, a new character from the latest series, and siblings Coco and Charlie to the range. New lines for fall/winter include a musical dancing "Bing" and a large playset of Bing's House. In addition, for the first time, bath toys will be available for Bingsters with the new wind-up Bathtime Boat set.

Clothing company 8th Wonder has a raft of new wooden toys and games to add to their "Bing" range. In addition, MV Sports will be widening its retail footprint with additional listings of their wheeled and outdoor toys.

Softlines have expanded across daywear and outerwear from licensees Fashion U.K. and William Lamb. In addition, there will be a specific growth in girlswear to match the boyswear offering and new lines include dresses, sweatshirts, joggers, trainers and rucksacks.

"We are excited to see the growth of Bing across our girlswear, boys and unisex lines," says Hannah Miles, joint managing director, Fashion U.K. "The trend guide collections bring fresh opportunities to tailor creative to each retailer and offer gorgeous designs to our consumers and their Bingsters."

Aykroyds and TDP continue to build their business year-on-year and Smiffys has introduced an additional girls' dress up line to their range with Sula, which launched exclusively with Tu at Argos/Sainsburys ahead of World Book Day 2021.

Continuing the focus on Acamar Films' direct-to-consumer relationships, e-commerce hub The "Bing" Store will be expanding its product offering further in 2021.

 "It is wonderful to see steady growth across our consumer product program for 2021 and the support from our partners during such tough times," says Louise Simmonds, U.K. licensing and merchandising head, Acamar Films. "'Bing's' timeless and relatable core values, alongside the growing audience engagement we see across our content, digital and social platforms, provides a reliable and trusted foundation for the year ahead."

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