Fisher-Price becomes master toy partner for new pre-school brand, Bing

Firm will develop pre-school and infant toys and baby gear for autumn/winter 2015.
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Fisher-Price has been signed as the master toy partner for new pre-school property Bing.

The deal will see the firm develop pre-school and infant toys and baby gear for autumn/winter 2015, including play-sets, figurines, role-play, ride-ons, musical toys, wooden toys and soft toys.

Acamar Films is launching debut episodes of Bing at MIPTV. The Cbeebies-commissioned show is due to make its broadcast premiere in the summer. The TV adaptation is based on the popular books by Ted Dewan, with the 78 x seven-minute series developed by Acamar in partnership with Irish animation studio Brown Bag Films and London-based Tandem Films.

The Licensing Company is also on board to develop the licensing programme for the brand.

"We're thrilled to be a part of this exciting new property," said Geoff Walker, EVP global Fisher-Price Brands. "When pre-schoolers tune into the Bing series, they'll instinctively want to expand these adventures through play. Our clever toy interpretations of key property elements will give them a great opportunity to create their own magical Bing Bunny adventures at home."

Mikael Shields, Bing's producer and CEO of Acamar Films, added: "We've all wanted to work with Fisher-Price on Bing for a very long time indeed. I'm absolutely delighted to be able to announce this new global partnership."

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