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Bing on the up in Benelux

Acamar Films’ preschool brand secures raft of new licensing and broadcast deals in the territory.

Acamar Films’ hit preschool show Bing is proving a success in the Benelux region and its growth is set to soar even further, with a new raft of licensing and broadcast deals secured.

This follows the recent news that Acamar Films has signed on leading Dutch theatre production company Trend Media to bring Bing to life on stage in the Netherlands and Belgium for the very first time.

Ketnet – the current broadcaster of Bing in Belgium – has purchased the rights to the newest series of Bing (series four). The 26 episodes will be in Flemish with a premiere date to be announced. In the Netherlands, all 104 episodes of Bing Series 1-4 are already available on NPO Zappelin.

In addition, thanks to Acamar Films and its Benelux agent License Connections’ dedicated focus, Bing is enjoying rapid growth and momentum. Following the success of the core toy launch in AW 2019, Bing’s homeware, publishing and toy and gaames ancillary categories have expanded with new and extended licensing deals.

The new partners are John, Big Balloon and Mepal, with John’s toy range including Bing playing balls due to launch SS 2021 and Big Balloon launching Bing magazines in Q4 2020. Meanwhile, Mepal is the number one brand and market leader in Benelux for melamine lunchboxes and drinking cups and will launch the Bing collection in AW 2020.

In addition, existing partner TM Essentials has extended its current Bing range with new wooden toys, puzzles and car accessories launching for AW 2020.

The deals are in addition to current partners Vadobag for bags and Aymax for bedding, both of which have been on board since the beginning of the Bing licensing programme in the Benelux region.

On top of this, Spectron – the local distribution for Golden Bear – has increased its listings to include Belgium following the success of the AW 2019 and SS 2020 launches in the Netherlands (where all toy products sold out within a few weeks).

“We are thrilled with the growing success of Bing in Benelux,” commented Daphne Kellerman, founder of License Connection. “Bing has really established itself in our local market and has been embraced by both retailers and consumers.

“We look forward to working very closely with the Acamar team and our local licensees over the coming months, with a particular interest to develop health and beauty, electronic learning and wheeled products.”

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