The Licensing Company working with Acamar Films to build the new pre-school brand.

Bing licensing programme gets underway as Fisher-Price signs as master toy

Fisher-Price has been signed as the master toy partner for new pre-school property Bing.

The deal will see the firm develop pre-school and infant toys and baby gear for autumn/winter 2015, including play-sets, figurines, role-play, ride-ons, musical toys, wooden toys and soft toys.

Acamar Films is launching debut episodes of Bing at MIPTV. The Cbeebies-commissioned show is due to make its broadcast premiere in the summer. The TV adaptation is based on the popular books by Ted Dewan, with the 78 x seven-minute series developed by Acamar in partnership with Irish animation studio Brown Bag Films and London-based Tandem Films.

The Licensing Company is also on board to develop the licensing programme for the brand.

Children’s publisher Harper Collins has signed up to produce a multi-format TV tie in programme for Bing, as well as to reissue the entire series of Ted Dewan’s original classic books. The first of these reissues launched in the UK in August 2013, followed by the second in January 2014.

Further book launches are planned for 2014 and 2015.

"We’re thrilled to be a part of this exciting new property," said Geoff Walker, EVP global Fisher-Price Brands. "When pre-schoolers tune into the Bing series, they’ll instinctively want to expand these adventures through play. Our clever toy interpretations of key property elements will give them a great opportunity to create their own magical Bing Bunny adventures at home."

Mikael Shields, Bing’s producer and CEO of Acamar Films, added: "We’ve all wanted to work with Fisher-Price on Bing for a very long time indeed. I’m absolutely delighted to be able to announce this new global partnership."

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