Mattel buoyant over Bing

Fisher-Price toy range includes TV driver My Friend Bing with phrases, games and realistic movements.
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Mattel is confident of success with regards to its upcoming Fisher-Price line of Bing toys.

Designed with pre-schoolers in mind, the new toy range includes key TV driver interactive plush My Friend Bing, as well as a wide collection of figures, vehicles, play-sets and bath toys.

My Friend Bing boasts multiple phrases, interactive games and innovative and realistic movements, while the range also features the new Talking Plush Bing & Sula and the Bing & Friends Plush including Bing, Flop, Sula and Pando.

The key play-set in the new range is Bing’s House featuring two floors of play and interactive spots, with Bing’s Playground and the new vehicles Flop’s Car and Gilly’s Ice Cream Van completing the smaller of the play-sets.

Figure packs feature all the key characters, while the bath time toys include Swimming Bing and Bing Bath Squirters.

Mattel claims the toys are ‘already in phenomenal demand from consumers and retailers alike’ and an extensive marketing campaign is in place from launch to ensure the line mirrors the popularity of the show.

Wendy Hill, director of brand activation at Mattel UK, said: “The popularity of Bing is certainly growing and with the series going from strength to strength including impressive TV, DVD, iPlayer, Facebook and iTunes figures, we are very excited about the highly anticipated launch of the Fisher-Price toy line to bring this wonderful series further to life for pre-schoolers through play.”

Bethan Garton, head of licensing at Acamar Films, added: “We are thrilled to be working alongside the best toy partner in the business to create high quality toys for our ‘Bingsters’.

“The retailer response so far has been phenomenal with across the board listings already secured for this year.”
Strong TV presence will be supported by retail activations, a press partnership in the CBeebies Magazine as well as an all-encompassing PR programme including celebrity outreach.


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The new division has a slate spanning live-action movies, video games, TV shows based on the American Girl and Barbie brands, as well as feature-length specials for Fireman Sam, Thomas & Friends and Bob the Builder.

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