Wave of new deals for Bing
Acamar Films, the company behind the award-winning CBeebies hit show, Bing, announces a wave of exciting new licensing deals and renewals across several key European markets. Building on the decade-long success of the beloved pre-school property, these 15 partnerships will bring new products and categories to families while strengthening Bing’s presence in toys, apparel, stationery, and more.
In the UK, Bing continues to grow with several new agreements:
- Brand Alliance will introduce new daywear and nightwear apparel to the UK market.
- Trends will launch a range of ELAs including a Flip and Learn Phone for SS25 and additional SKUs launching in AW25 including a tablet.
- Hearoes will develop a range of Bing-branded skins for children’s hearing equipment, including hearing aids and Cochlear implants.
In addition, there are renewed agreements with existing partners:
- Star Cutouts and Paper Projects are extending their range of paper/stationery products.
- Roy Lowe will continue its successful product range.
In Italy, Bing continues to flourish with several extended partnerships, further demonstrating the brand’s strong presence in the market:
- Clementoni is expanding its product line to include a sensory play mat and the new Sensory Shape Sorter Bus with Blocks.
- Marpimar continues to offer a diverse range of stationery Bing products.
- Ellepi deepens its apparel range.
- Dolfin extends its Bing partnership for confectionery.
- Hermet renews its collaboration, covering home textiles.
- Lisciani renews its license to provide puzzles and educational games for young fans.
- ODS extends its Bing offering in the toys category to include bath toys.
In Poland, Bing is welcoming a new partnership:
- Wader joins the Bing brand with a focus on outdoor and role play toys, introducing new ways for children to engage with their favourite characters.
Lastly, in CEE, Bing signs a new deal with an existing partner:
- Jiri Models will launch a new range of colouring books, providing creative opportunities for young fans.
“We are delighted to announce these new deals and renewals that will bring Bing to even more families across the UK, Italy, CEE and Poland,” said Katie Rollings, Chief Licensing Officer. “These partnerships not only highlight the growing demand for Bing products but also reflect the brand’s core values in supporting children’s social and emotional development. We are excited to see how Bing’s influence continues to expand in these key regions, helping young audiences get ready for life.”
With over 8 million subscribers worldwide, Bing has expanded to 37 YouTube channels, amassing over 7 billion views and 1 billion lifetime watch hours. Currently available in 32 languages, Bing continues to reach new audiences with additional territories set to launch through 2025.
