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Spotlight Licensing on board to grow Acamar’s Bing in the US

Acamar Films has appointed Spotlight Licensing has its L&M agent in the US and Canada for its hit preschool brand, Bing.

The multi-year licensing and merchandising agreement covers the US and Canada to drive strategic Bing licensing and retail programmes as the show’s footprint continues to grow in North America.

A bespoke American version of Bing made its US debut on Cartoonito on Cartoon Network in September 2021, to great success. The show then launched on Cartoonito on HBO Max in February this year.

Cartoonito is highlighting Bing as a series that helps young viewers understand how to manage emotions, understand others’ perspective and develop social skills. In Canada, the series is available on TVO Kids, TFO and Amazon Prime Video. Bing is also available on YouTube and in the app stores in both the US and Canada.

“We are delighted to be partnering with the award-winning licensing and merchandising team at Spotlight Licensing,” commented Sandra Vauthier-Cellier, chief commercial officer at Acamar Films. “Their outstanding expertise of preschool properties and their strategic and innovative approach, coupled with their wholehearted passion for Bing, promises exciting results. Bing already enjoys a hugely successful licensing programme in Europe, with consumer products across a wide variety of categories, live shows and other immersive experiential offerings.

“Now we’re looking forward to launching and building Bing’s licensing program in the US and Canada to provide our audience with equally delightful products and experiences to connect them even more closely with Bing.”

Carole Postal, president of Spotlight Licensing, continued: “The whole team here at Spotlight has been moved and delighted by Bing and we’re excited to be working with Acamar Films on developing a dynamic and robust programme to accelerate its growth in the region.

“With its strong, unique and timeless values, the series is so relatable for toddlers and their families, and we want to help deepen their engagement and ensure its longevity.”

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