Bing Attraction Set for Leolandia in Italy

Acamar Films has secured a new partnership for its preschool hit Bing with Leolandia, Italy’s leading theme park destination for young children.

This marks the first multiyear theme park agreement for Bing, which launched in Italy on Rai Yoyo in February 2018. The deal will enable Leolandia, which is located close to Milan, to become the first park in the world to host a dedicated Bing themed attraction.

The partnership grants exclusive rights in Italy to Leolandia for the development of a fully themed 9,500 square meter area, with the first phase due to open in 2023. The attraction will feature interactive play areas, live show venue, restaurants and shops, and aims to create a fully immersive environment that brings the world of Bing to life.

Giuseppe Ira, president at Leolandia, said: “The partnership between Leolandia and Acamar Films, both well-renowned in the kids’ entertainment industry, has produced great feedback and results from the 2019 season. The park has set many precedents with the most beloved characters, exclusive areas and dedicated shows, attracting millions of visitors over recent years. Innovation and vision are our driving forces; therefore, we are very pleased to have signed this agreement extending our collaboration with Acamar Films and Bing and strengthening the popularity of Leolandia among our core pre-school audience. We look forward to enriching our offer with the exciting development of a dedicated Bing area at Leolandia.”

Kirsty Southgate, director of promotions and partnerships at Acamar Films, said: “We are thrilled to be partnering with Leolandia on such an exciting new development for Bing and their family focused and world-renowned theme park. It’s testimony to the growing success of Bing in Italy and a real step-change for Bing both there and globally, paving the way for the expansion of Bing’s international experiential entertainment footprint.”

Maurizio Distefano, president of MDL, added, “The popularity of Bing in Italy has allowed us to secure deals in product categories that can only be activated with one-of-a-kind properties. Leolandia is proof of this and we strongly believe that this new theme park area will connect ‘Bingsters’ with their favorite characters in an even deeper way, creating a world that existed only in their dreams.”