Acamar eyes international toy expansion with Bing

Last month saw Acamar strengthen its toy partnership with Fisher-Price, in a bid to grow its licensed Bing offering. Here, execs from the two firm's detail why the property lends itself to role-play toys.
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Expansion into new international markets is on the cards for Acamar’s hit property Bing, thanks to its partnership with Fisher-Price.

The toy firm has extended its deal as global master toy partner for the animated series, which will see Bing head into the role-play and learning category with new toys.

“We were delighted to announce this month that we have extended our partnership and we will be working collaboratively to expand the Bing toy programme, particularly in the role-play and learning category as well as into new markets internationally,” Fisher-Price’s brand activation director, Wendy Hill, told ToyNews.

With new toy Toilet Train Bing already in the market, its popularity with parents and children has cemented its success as a leading item in the toy collection, which Acamar hopes to continue thanks to strong marketing support and a social media campaign fronted by comedy duo, Scummy Mummies.

Hill explained: “Toilet Train Bing is already proving a popular choice among mums as the innovative toy helps to educate pre-schoolers about potty training in a fun and lighthearted way.

“With Bing being a much-loved character with grown-ups and Bingsters alike, we are excited about the potential of Toilet Train Bing. It’s popularity together with strong marketing support we hope will provide a perfect gifting opportunity and in turn lead to good numbers in the crucial Q4 period.”

But it’s not just kids and parents who are enjoying Toilet Train Bing, as response at retail is also booming with sales continuing to climb.

"The response has been really positive for retailers and consumer alike. In terms of retailer feedback, we’ve got some great first reads on sales and we hope that this will continue over the coming months,” continued Bethan Garton, head of licensing and retail at Acamar Films.

“The direct response we’ve had from mums on social media in particular has been great.”

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