Rubies adds Bing to preschool portfolio

Rubies has partnered with Acamar Films to launch an everyday dress-up collection based on its preschool property, Bing.

With designs already in development, the new Bing range will be available to pre-order at the tail end of this year. The costumes will be designed for everyday role play, which is essential for the development of little one’s imagination.

With timeless storytelling at its heart and trust established over 10 years, Bing offers a shared experience between adults and toddlers, providing tools to support the social and emotional development of preschoolers.

Bing has charmed little ones for years with established preschool content across EMEA, consistently topping the listings across various streaming platforms.

Fran Hales, head of portfolio and marketing at Rubies commented: “It’s incredible to think that Bing, a character that originated from a series of pre-school books, has now become one of the most well-known characters globally within the last decade.

“We are thrilled to be working with Acamar to re-invent the dress-up range for Bing and play our part in children’s early development and encourage their everyday play. On top of all of this, we’re overjoyed to be introducing the dress-up in Bing’s 10th anniversary year, recognising the impact he’s had on little ones for a whole decade now.”

Katie Rollings, chief licensing officer at Acamar Films, added: “Rubies are experts in their category and we are delighted to be working with them as we continue to build Bing in the UK and across Europe. We look forward to offering our young fans a beautiful range of dress up – a crucial play category for preschoolers and one that closely aligns with Bing’s ethos, as the show encourages children to use their imaginations and express their creativity.”

This new partnership demonstrates Rubies’ dedication to child development through imaginative play, while also ensuring its portfolio of licences is up-to-date with everyone’s favourite characters.

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