Bing Heads to Leolandia

Acamar Films announces a major new partnership for its pre-school hit Bing with Leolandia, Italy’s leading theme park destination for young children and ranked #1 in Italy by TripAdvisor in the last 4 years.  As the first multi-year theme park agreement for Bing, the long-term partnership cements the popularity and longevity of the brand in Italy where it has been going from strength to strength since its launch on Rai Yoyo in February 2018.    

The new agreement will enable the theme park, which is located close to Milan, to become the first park in the world to host a dedicated Bing themed attraction.  The partnership grants exclusive rights in Italy to Leolandia for the development of a fully themed 9,500 sqm area, with the first phase due to open in 2023.  The attraction will feature interactive play areas, live show venue, restaurants and shops, and aims to create a fully immersive environment that brings the world of Bing to life.  

The deal between Leolandia and Acamar Films was brokered in close collaboration with Maurizio Distefano Licensing, who represents the Bing brand in Italy and manages a highly successful licensing programme of over 40 licensees.  

The plans for the theme park attraction follow the overwhelming success of a test Meet and Greet activity and an exclusive show with Bing and Flop at Leolandia in April 2019.  Proving hugely popular thanks to Leolandia’s storytelling abilities, with a guest-rated experience of 9.5/10, the partnership was extended for a full year in 2020 as discussions began on a permanent area within the park.