Acamar Films Names Rainbow Designs as Master Toy Partner for ‘Bing’

Acamar Films has announced a multi-territory partnership with Rainbow Designs, representing pre-school property "Bing" as master toy licensee. Under the new multi-year licensing agreement, the company’s first wave of products will hit shelves in AW2025. This deal is part of Acamar Films' ongoing strategy to help young children thrive through the provision of innovative early childhood developmental toys appropriate for children from six months to four years of age.

Working closely with Acamar Films, Rainbow Designs will apply “Bing's” unique DNA across all future master toy development and opportunities, unlocking new play opportunities at key developmental milestones.

“We are thrilled to embark on this new journey with Rainbow Designs as our master toy licensee for ‘Bing,’” says Laura Clarke, executive director, global licensing, Acamar Films. “Their dedication to quality and innovation aligns perfectly with our mission to create meaningful and developmental play experiences for young children. We look forward to collaborating closely and bringing Bing's uniqueness to families worldwide through this exciting partnership, continuing to nurture the bond between ‘Bing’ and his young fans as they reach and achieve key developmental milestones.”

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“We are delighted to have been appointed as the new master toy partner for ‘Bing,’” says Anthony Temple, managing director, Rainbow Designs. “We have always admired the ‘Bing’ brand for its unique qualities and values and an impressive heritage built over 20 years. The Acamar Films team have done an amazing job in carefully nurturing and curating a classic pre-school property. ‘Bing’ is a fantastic brand fit for Rainbow and we are proud for ‘Bing’ to be joining the ‘Home of Classic Characters’ brand stable. I believe that with our expertise in the infants and toddler category we can add an extra dimension to ‘Bing’s’ world of play. We have exciting and creative new product plans in development and we look forward to working closely with the Acamar Films team and to being a partner in ‘Bing’s’ ever expanding world.”