Acamar Films, Sambro Partner on New ‘Bing’ Toys

Acamar Films and Sambro International have announced a new three-year partnership that will see a range of arts and crafts and outdoor toy products, featuring characters from the multi-awarding-winning preschool animation, “Bing,” arrive in retailers this fall. 

“The Sambro ‘Bing’ range includes products made for little hands that offer big opportunities for curiosity, creativity and connection,” says Katie Rollings, chief licensing officer, Acamar Films. “Sambro is a best-in-class partner, and we are delighted to be working with them to broaden our toys, games and arts and crafts offering with child-centric toys that represent the play DNA of ‘Bing,’ giving young children a variety of ways to express themselves and explore their world.”

The partnership will see Sambro and Acamar develop and deliver an initial range of over 20 toy lines, launching with a capsule range this fall. More items will be launched across spring/summer 2024. The range will be available in the U.K., the Netherlands and CEE territories.  

“We’re genuinely excited to be working with Acamar Films to support its growing program of ‘Bing’ consumer products in the U.K. and EU,” says Clare Rix, brand and licensing director, Sambro. “Sambro has an incredibly strong, synergistic relationship with Acamar Films, and we look forward to working with the team. Introducing the ‘Bing’ brand is a strategic move, which further expands our arts and crafts and outdoor toy portfolios and strengthens our preschool offering. This partnership also bolsters our continued growth in the U.K. and EU in 2023 and beyond, expanding our market reach and complementing our existing portfolio.” 

Aligning with the promise of “Bing” to support toddlers and grown-ups across the big, little moments in a young child’s life, the exclusive “Bing” arts and crafts range features toys that encourage self-expression and exploration as well as sensory, creative and imaginative play. Messy play sand sets, first art sets, along with make, mold and paint figures, will form part of the arts and crafts range, while outdoor play items include waterfall sets, bubbles and inflatables.  

One of the most popular preschool franchises in the U.K. and key European territories such as Italy, the Netherlands, Poland and CEE, “Bing” has recently seen success in France, where the second series of the show premiered this September.

Sambro recently celebrated 25 years in business last year and holds long-standing relationships with many top licensors, including Disney, Hasbro, Paramount, Mattel and now Acamar Films.