Bing Notches Up New Deals in Benelux

Acamar Films’ preschool hit Bing is expanding its reach in the Benelux region with a raft of new licensing and broadcast deals.

Ketnet, the current broadcaster of Bing in Belgium, has licensed the rights to the newest season. The 26 episodes from season four will be available in Flemish with a premiere date to be announced. In the Netherlands, all 104 episodes of Bing seasons one through four are already available on NPO Zappelin.

Through Acamar Films and its Benelux agent License Connections, Bing’s homeware, publishing and toy and games ancillary categories have expanded with new and extended licensing deals. New partners include John, Big Balloon and Mepal, with John’s toy range featuring Bing playing balls due to launch spring/summer 2021 and Big Balloon launching Bing magazines in Q4 2020. Mepal is the number one brand and market leader in Benelux for melamine lunchboxes and drinking cups and will launch the Bing collection in fall 2020.

TM Essentials has extended its current Bing range with new wooden toys, puzzles and car accessories launching fall 2020.

These deals are in addition to current partners Vadobag for bags and Aymax for bedding, which have been on board since the beginning of the Bing licensing program in the Benelux region.

Spectron, the local distributor for Golden Bear, has increased its listings to include Belgium following the success of the fall 2019 and spring/summer 2020 launches in the Netherlands, where all toy products sold out within a few weeks. Spectron will be TV advertising to support the fall 2020 range.

John Boeyen, owner and managing director of Spectron, said: “For us, Bing is the fastest growing preschool brand in the Benelux region. Our toy range was a huge hit in the Netherlands and we are excited to be bringing them to Bingsters in Belgium this autumn, where we are sure they will prove just as popular.”

Daphne Kellerman, founder of License Connection, said: “We are thrilled with the growing success of Bing in Benelux. Bing has really established itself in our local market and has been embraced by both retailers and consumers. We look forward to working very closely with the Acamar team and our local licensees over the coming months, with a particular interest to develop health and beauty, electronic learning and wheeled products.”