Fisher-Price to Develop ‘Bing’ Toys

Fisher-Price has been appointed as the master toy licensee for new the preschool series “Bing” from Acamar Films.

The multi-year partnership, brokered by The Licensing Company on behalf of Acamar, will see Fisher-Price develop preschool toys, infant toys and baby gear that will launch in fall/winter 2015. Products will include play sets, figurines, role play items, ride-ons, musical toys, wooden toys and soft toys.

This new television adaptation is based on the books by award-winning author and illustrator Ted Dewan and is being produced by Irish animation studio Brown Bag Films and London-based Tandem Films.

Acamar will debut episodes of “Bing” at MIPTV in April, and the CBeebies-commissioned show will make its broadcast premiere this summer.

Acamar and TLC are developing a global publishing, brand licensing and digital campaign for the series partners already on board including Harper Collins for a multi-format TV tie-in publishing program and a re-issue of the original books. The first of these re-issues launched in the U.K. in August 2013, the second in January 2014 and additional book launches are planned for this year and next.

“We’re thrilled to be a part of this exciting new property. When preschoolers tune into the ‘Bing’ series, they’ll instinctively want to expand these adventures through play,” says Geoff Walker, executive vice president, global Fisher-Price brands. “Our clever toy interpretations of key property elements will give them a great opportunity to create their own magical Bing Bunny adventures at home.”

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