Rocket Licensing to manage UK licensing programme for Bing
Leading award-winning UK licensing agent Rocket Licensing has been appointed by brand owner Acamar Films as UK agent for one of the most popular and admired global pre-school brands, Bing.
Based on the books by Ted Dewan and produced by Acamar Films, the four Bing television series total 104 x 7’ episodes. First broadcast in 2014, the series now boasts incredible viewing figures that testify to Bing’s enduring popularity on CBeebies in the UK and on multiple terrestrial, pay TV and streaming platforms around the world, with over one billion requests and a place in the top three most downloaded CBeebies shows on BBC iPlayer for ten consecutive years.
As well as over eight billion views on YouTube, Bing has won numerous awards including an International Emmy Kids Award and a Writers’ Guild Award as well as, most recently, the Marketing Award at the 2024 Progressive Preschool Awards for Bing’s Nature Explorers at WWT.
It’s an appeal that has also driven a successful licensing campaign, inspiring products ranging from games and apparel to toys, confectionery and homeware. As newly appointed licensing agent for Bing in the UK, Rocket will be targeting additional categories and expanding existing ones. Working closely with existing licensees and retailers it will build on the property’s strength, ensuring the brand and licensed product continues to resonate not just with children and families, but also with teachers and paediatric experts.
Bing authentically mirrors the everyday real-life experiences of young children everywhere, from the joy of a new daily discovery to the disappointment of things not going quite as planned. Through engaging stories, Bing helps little ones navigate first experiences, understand new and unfamiliar emotions, and master daily routines, preparing them for life’s journey.
For parents and grown-ups, Bing provides a valuable toolkit to support and understand their child’s emotional and social growth, encouraging everything from independence and resilience to creativity and self-expression.
Each episode of Bing has been developed with child development experts to ensure that the stories shared help young audiences grow their emotional, language and reasoning skills. Every interaction with Bing is designed to inspire curiosity, joy and individuality. From expressing emotions to discovering new ideas, Bing encourages children to explore, learn, and grow, laying the foundation for a confident and resilient future.
Laura Clarke, Executive Director, Global Licensing, Acamar, says: “Rocket Licensing’s impressive expertise in managing successful pre-school brands makes them the perfect partner to drive Bing’s continued growth and success. Their proven ability to deliver impactful licensing campaigns will help Bing and his friends connect with new generations of fans. With Bing’s timeless appeal and growing audience, we’re excited to collaborate with Rocket to explore fresh opportunities and expand the brand’s reach in the UK market.”
Rob Wijeratna, Joint Managing Director of Rocket Licensing, adds: “Timeless and universal stories told in an engaging manner and featuring endearing characters have undoubtedly driven the success of Bing. But the hard work and creative excellence that has gone into the series has produced something lasting and important: episodes are regularly revisited by grown-ups and young children as a way to explain and explore complex feelings or new experiences. Bing is a brand that resonates with parents and their growing children, offering opportunities to entertain and educate across multiple categories. We at Rocket are thrilled to be working with this wonderful property.”
