Acamar & Fisher-Price Expand Bing Master Toy Deal

Acamar Films and Fisher-Price have extended their partnership, which sees the early childhood development company continue to serve as the master toy licensee for Bing.

The partnership, which began in 2014, has resulted in retail distribution and support for the Bing toy line across key accounts, including grocers and high-street and specialist retailers. Fisher-Price recently launched a new feature plush and TV driver, Toilet Train Bing. In conjunction with Acamar, a marketing plan will support the rollout in the lead-up to the holiday season and 2018.

Bethan Garton, the head of licensing at Acamar Films, said: “Our relationship with Fisher-Price is at the heart of our growing Bing licensing program, and the toy line will continue to contribute to Bing‘s success as we extend not just in the U.K. but also internationally. Fisher-Price has a great team working on Bing, and we want to take this opportunity to thank them for their hard work so far in delivering best-in-class toys to little Bingsters.”

“Acamar has been a fantastic collaborative partner and we see tremendous global potential with their Emmy Award-winning show Bing,” said Lauren DeFeo-Duchene, the VP of global marketing for Fisher-Price Licensed Preschool. “We look forward to working closely with Acamar as we expand the Bing toy program into new markets around the world.”