Acamar Films’ Bing has been labelled the ‘fastest growing pre-school brand in the Benelux region’, according to the distributor of the Golden Bear master toy line across the region, Spectron. The toy firm has recently increased its listings to include Belgium within its remit, following the success of the autumn/winter 2019 and spring/summer 2020 launches.
According to Spectron, the toy range sold out within weeks of hitting the market in the Netherlands, where it has been earmarked as the fastest growing pre-school brand for the firm. The toy specialist will now be TV advertising the new line, coinciding with the broadcast of the latest season of Bing – series four – on the region’s major network, Ketnet.
John Boeyen, owner and managing director, Spectron, said: “For us, Bing is the fastest growing pre-school brand in the Benelux region. Our toy range was a huge hit in the Netherlands, and we are excited to be bringing them to Bingsters in Belgium this autumn, where we are sure they will prove just as popular.”
Bing is becoming rather big in the Benelux region thanks to a raft of new licensing partnerships that not only includes broadcast deals for series four of the popular pre-school series, but new toy, publishing, and homewares partners such as John, Big Balloon and Mepal.
John’s toy range, which includes Bing playing balls, is due to launch spring/summer next year, while Big Balloon will be launching Bing magazines in Q4 2020. Mepal is the number one brand and market leader in Benelux for melamine lunchboxes and drinking cups and will launch the Bing collection in AW 2020.
Daphne Kellerman, founder of License Connection, Acamar Films’ Benelux licensing agent, said: “We are thrilled with the growing success of Bing in Benelux. Bing has really established itself in our local market and has been embraced by both retailers and consumers.
“We look forward to working very closely with the Acamar team and our local licensees over the coming months, with a particular interest to develop Health & Beauty, Electronic Learning and Wheeled products.”