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Preschool licensing special: “Preschool is a reliable and resilient part of the overall licensing market”

With products launching in new categories, a national charity partnership, a launch into the US, and new experiential partnerships opening, it’s been a busy year for Acamar Films’ Bing property. The company’s ultimate goal is for Bing to become a global icon. PPS found out the company’s plans for BLE and beyond.

While Acamar Films readies for a return to Brand Licensing Europe next month, the team is also gearing up for its stint as the exclusive early years fundraising partner for this year’s Children in Need campaign with the BBC. Acamar is offering a range of special Bind and Pudsey merchandise exclusively on its eCommerce platform, the Bing Store, and Bing-themed fundraising kits have been sent out to 25,000 nurseries, with imaginative ways to help change young likes across the UK.

The partnership builds on the company’s focus on experiential licensing over the past year. Alongside the permanent presence in Alton Towers and Gulliver’s Land, Bing and Flop made guest appearances at several family festivals this summer. The much-loved bunny also appeared on the big screen with Bing’s Animal Stories.

Louise Simmonds, head of UK licensing, explains: “We anticipated there would be an increased appetite for physical experiences once restrictions eased and it has been wonderful to see families return to events with their loved ones.

“We continue to create memorable moments for Bingsters and their families. This autumn we were delighted to partner with ZSL London Zoo to bring Bing themed activities to the attraction. Additionally, our new theatre show Bing is Jarig (Bing’s Birthday) launched in October in the Netherlands. The first performances sold out in a couple of days, with more to come in spring 2022.”

To read the full feature, simply click here.

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