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Licensees Focus

Golden Bear to unveil the new toy line for preschool favourite Bing at upcoming toy fairs

13 Jan - 2019

Tags from the story: Bing, Golden Bear.

Golden Bear is gearing up for a busy toy fair season as they showcase the new Bing toy range, following their recent appointment as master toy licensee for UK, EMEA and Australia.

The first products will be on display at all of the Golden Bear previews, the London Toy Fair (Stand E69) and the Nuremberg Toy Fair (Hall 1 Stand D03).

The new Bing toy line is aimed at preschoolers aged 18 months to 4 years and will launch in AW19 across UK, Ireland and Europe. The product range includes super-soft plush Bing, Flop and friends, along with feature plush including talking, lights and sounds in various sizes. Figurines and playsets, role play items and wooden peg puzzles will also become available.

We are excited to introduce a new range of toys that capture the essence and core values of Bing and his friends,” said Christine Nicholls, Vice Chairman and Director of Product Development. “We have great admiration for Bing, now firmly established in the hearts of preschoolers (and their grown-ups) and look forward to applying our preschool expertise and passion for toys to this wonderful property.

Bing and Flop soft toys, each with cute poses, will be introduced in a CDU at an entry level price point into the range. Larger in size, Bing and Sula “Softies” will also be available in a CDU. These soft toys are dressed in their iconic outfits with beautifully embroidered facial features and crinkle in their ears for extra tactile appeal. Next in the range are “Huggable” Talking Bing and “Huggable” Talking Sula, made from soft and cuddly fabrics and featuring Bingsters’ favourite phrases when you press their tummies.

The hero of the plush line is Light Up Bing With Hoppity with many features to keep little ones entertained including talking, a light up feature and music from the show.

The Bing and Friends Figurine Set comes in a carry case pack with a handle, making it ideal for gifting and includes 6 character pieces perfectly sized for little hands to hold safely and play with easily. The Bing Pick and Place Wooden Puzzle features easy to handle lifting pegs based on the characters from the show, with further role play items to follow.

Golden Bear will launch the new Bing collection from September 2019, supported by a dedicated TV and digital campaign. The new TVC will showcase the toy line as being an integral part of the joyful, messy reality of preschool life.


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