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Acamar celebrates further UK growth for Bing

Company heralds new licensees, renewals and successful toy launch for preschool brand.

Acamar Films is heading for further growth with Bing in its biggest market, the UK.

The company has welcomed Madrid-based Stor to the licensing programme for the preschool hit. The company will introduce a range of drinkware, feeding and storage products featuring the character, available from February 2020. Stor has extensive distribution across the UK and the deal will also tap into the licensee’s expertise in the Polish and Benelux markets.

Earlier this year, Acamar Films also signed a deal with toy company 8th Wonder that will expand the brand’s toy category when a new line of wooden toys debuts in the UK in Q4 this year.

As a further seal of approval, Acamar has signed a plethora of deal renewals, cementing some of its long-standing partnerships for Bing across key categories:

  • Ravensburger – puzzles and games
  • Dreamtex – bedding
  • TDP/Aykroyds – nightwear and essentials
  • Amscan – partyware
  • Redan – magazines.

Recent months have also demonstrated retail sales success, with Acamar Films and Golden Bear delighted by strong toy sales following the initial toy launch in July.

An above-the-line marketing campaign that includes TV advertising will go live next week in the lead up to the Christmas season. Alongside commercial success, the range has also attracted critical acclaim with Golden Bear’s Light-Up Talking Bing with Hoppity scooping a Gold medal in the 2019 Independent Toy Awards.

“As the home of Bing, the UK has always been a key market and we’re thrilled that Golden Bear’s new toy line has created a halo effect across the property,” said Sandra Vauthier-Cellier, chief commercial officer at Acamar Films. “As we look to the future, we’re excited to be welcoming these new partners and renewing our partnerships with such core licensees.”

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