London-based indie prodco Acamar Films has extended its partnership with Mattel-owned Fisher-Price to serve as the master toy licensee for its preschool property, Bing. The extension comes as the partners plan to grow the Bing product offering in the UK and internationally.
Fisher-Price recently launched a plush line called Toilet Train Bing (pictured). In conjunction with Acamar, the toyco will introduce a marketing plan to support the launch in the lead-up to the holiday season.
Acamar first partnered with Fisher-Price in 2014, and the resulting toy line has seen strong retail distribution, as well as support across key accounts including grocers, high street and specialist retailers. Additional licensing partners include HarperCollins (publishing), Ravensburger (games), Woodmansterne (greeting cards), Rainbow Productions (costumes) and Studiocanal (home entertainment).
Since bowing on CBeebies in 2014, the Acamar- and Brown Bag Films-produced series Bing has been picked up by a number of broadcasters, including ABC (Australia), S4C (Wales), RTE (Ireland), SVT (Sweden), DR (Denmark), Gulli and TiJi (France), Clan (Spain), Canal Panda (Portugal), NRK (Norway), TVNZ (New Zealand), HOP (Israel), Minimaz (Eastern Europe) and VRT (Belgium).
Earlier this year, Fisher-Price signed on as worldwide master toy partner for Genius Brands International’s CGI preschool series Rainbow Rangers. The toy line will feature dolls/figures, playsets, plush, vehicles, musical toys, role play, technology and interactive toys.