Acamar Films details plans to take Bing global in new licensing move

Acamar Films, the London-based production company behind the award-winning preschool show Bing, has appointed three new licensing agents as it looks to build on the global appeal of the animated series.

New agency appointments Megalicense for Russia, CPLG for CEE and Alicom Licensing for Nordics have been selected to work alongside the Acamar team to drive and manage relationships across key licensing and retail. The aim is to grow Bing on a global level.

Megalicense is one of the leading Russian licensing agencies with a strong track record in building licenses and managing toy launches. Having worked on international preschool brands, Megalicense is well-placed in the market with its established network of retail and distributor relationships. Bing launched on Russian TV screens in September 2018 on the pay channel O! in two hour blocks twice daily on weekends. 

In March 2019, Bing debuted on free to air channel Karousel, the 24 hour children’s’ channel and is already a top performer.

Zakhar Nazarenko, CEO Megalicense, said: “We are delighted to have the opportunity to work on such a popular preschool series.  The combination of high-quality animation, educational story-telling and strong broadcast partners are a winning combination for a long and  successful licensing programme in Russia.”

Meanwhile, the globally renowned agency CPLG will represent Bing for the CEE markets, building on the existing presence in Poland as well as developing new markets.  Czech Republic and Hungary will be the next markets to launch as Acamar expands the business across the region in line with broadcast and licensing plans.

Sławomir Ekiert, managing director CEE and Nordics at CPLG, said: “Bing is a fantastic addition to our portfolio. The property is already very popular in Poland and we’re seeing the fan base growing in other parts of the CEE region. We have already secured a number of key categories in the first few months of our representation and look forward to expanding the program throughout the CEE region.”

With over 34 years’ experience in the licensing industry, the well-established agency Alicom Licensing will represent Bing in the Nordic region. Already a regular on TV screens Bing has been on air since 2015 airing weekdays on SVT Barnkanalen in Sweden and daily on NRK Super in Norway. 

Roland Lindholm,managing director and CEO, Alicom Licensing added”Alicom is proud to represent Bing in the Nordic market. We believe now is the perfect time to expand into multiple new categories. The continued support from SVT along with the local language YouTube channel are sure to increase the exposure and generate the buzz needed to allow us to apply the out-of-the-box thinking we thrive on.”

Natalie Harvey, Ddirector of global licensing at Acamar Films added: “We are delighted to welcome on board these fantastic agencies in this exciting stage of development for Bing. We look forward to a long and successful partnership as we develop engaging licensing programmes for our Bingsters and their grown-ups around the world.”

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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