Highlights | Licensees Focus


13 Nov - 2023

Tags from the story: Acamar Films, Golden Bear.

A new range of Bing toys are now available in UK retailers. Featuring popular characters from the series produced by Acamar Films, the toys are made by the independent studio’s Master Toy partner, Golden Bear.

Included in the line-up, Peek-a-boo Bing and the Bing Lights & Sounds Fire Engine, have been recognised with Gold and Bronze awards respectively by parenting product review site MadeForMums. The full range is available to purchase across online and bricks and mortar stores with the launch supported by Acamar Films and Golden Bear with an extensive marketing campaign including YouTube, programmatic display and paid social advertising, influencer marketing and promotions across Bing’s social channels, website and newsletter.

Peek-a-boo Bing draws from the Bing episode ‘Hiding’, and invites Bingsters to shout ‘Boo!’ to Bing as his wiggling ears hide his face. Suitable for children from ten months, the toy also speaks 20 different phrases. To support the launch of Peek-a-boo Bing, Acamar Films have animated a new Bing video featuring Bing hiding his eyes and shouting “Boo!” as Flop, Padget and his friends appear in front of him. A new social media filter has also been created for the launch. Available to Meta users, the filter lets grown-ups take photos or videos of their Bingsters with moving Bing ears that cover up and reveal the user’s face in a game of augmented reality peek-a-boo. This latest filter follows the Rainybow, face painting and Biteysaurus social filters previously created to support earlier product launches. Peek-a-boo Bing activities will initially be rolled out on UK-facing platforms with activations to support Peek-a-boo Bing following across different territories as the toy launches. A YouTube and influencer campaign also supports the UK launch with a TV campaign for Peek-a-boo Bing airing in Italy in November.

Taken from the Bing episode ‘Fire Engine’, the Bing Lights & Sounds Fire Engine is a sturdy push-along toy for imaginative playtime with toddlers. The articulated Bing figurine can both sit in the bucket at the top of the ladder and in the cab. With flashing lights, siren sounds and extending and rotating ladder, the Bing Lights & Sounds Fire Engine is a Bing take on a classic toy with a lot to keep little hands and growing minds engaged. To support the launch of the Bing Lights & Sounds Fire Engine, Acamar Films hosted a Fire Engine social party on Facebook in August reaching over 30,000 Bing fans. This social activation has also been supported with YouTube marketing and an influencer campaign. Currently available in the UK, the Bing Lights & Sounds Fire Engine will launch in Italy, Benelux, Czechia, the Balkans and the Baltics in 2024.

It is brilliant that the quality of these toys along with their ability to entertain and engage for extended play has been recognised by the judging panel of MadeForMums. These are beautifully crafted toys that will delight young fans of the show while also supporting their early years development,” said Katie Rollings, Chief Licensing Officer, Acamar Films.

Becky Mathews, Sales and Marketing Director at Golden Bear added “We’ve had a lot of fun producing this range using Bing episodes for inspiration while also considering the ways in which the toys could support and entertain Bingsters. The plush and the playsets engage children with opportunities for imaginative play while also reinforcing toddler routines and encouraging social interaction and self expression.

In addition to Peek-a-boo Bing and the Bing Lights & Sounds Fire Engine, more Bing toys are also available to UK pre-schoolers this autumn and winter. Available exclusively at Argos, Hooray Bing is a new plush format for Bing that is flatter in style, features a new Bing pose and has a sensory bean filling. Another Argos exclusive in the UK, the Bing Bathtime Playset supports daily toddler routines with Bing and Flop as well as a bathtub, mirror, sink and a toilet.

Other new playsets available in the UK include brand new Bing and Friends playset packs. The figurine packs come with the option of four, six or ten character figures. The ten-piece figurine pack is available exclusively at Smyths in the UK and will be supported by a UGC and influencer campaign. The pack will debut in Benelux and Czechia in 2024.

Outside of the UK, Golden Bear have also released two international exclusive plush for Autumn/Winter 2023, Walking Bing and Blankie BingWalking Bing is a moving toy featuring Bing in his outdoor jacket which can be opened up to reveal his iconic red dungarees and button. Dressed ready for bedtime in his pyjamas and removable Hoppity cape, Blankie Bing helps Bingsters relax and settle down with a soothing light-up body and miniature Hoppity plush.

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