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17 License Renewals Signed for Bing in Italy

Toy giants Clementoni,  Lisciani and Simba Smoby amongst the many renewals for hit children’s series Bing

London, 21st June, 2023  – Acamar Films, the award-winning independent producer and distributor of the global pre-school hit Bing, announces 17 license renewals for the hit pre-school property plus one new clothing and apparel license with Ellepi. The deals include many key toy and game partners such as Clementoni, Lisciani and Simba Smoby.

“Italy is a key market for Bing and that we are able to announce so many renewals, speaks to the continued success of the property in the territory,” said Katie Rollings, Chief Licensing Officer, Acamar Films. “It is not only in consumer products where Bing is performing strongly but also across Italian content distribution platforms as well as live events and partnerships. These renewals, in conjunction with our wider plans to grow and support the brand, mean that Bing is set to remain a top franchise in Italy for many years to come.”

Renewal agreements for Bing have been signed with: 

Toys and Games

Apparel and Accessories

Paper and Party

A new agreement has been signed with 0-6 childrenswear specialist, Ellepi

Bing has a leading licensing programme, managed by Maurizio Distefano Licensing. 

Bing has recently been selected by the Italian Society of Paediatrics and nursery trade association, Assonidi, to be the face of a nationwide campaign to support  young children’s wellbeing. The campaign launched June 2023 and is set to run over several years. 

First launched in Italy in February 2018, Bing is supported in the country by a variety of distribution partners. As well as its strong presence on Rai Yoyo where the show airs seven times a day, Bing is watched on DeA Junior, Vodafone TV, Amazon Prime Video and TIMVision. All 104 Italian episodes of Bing launched on Disney+ in August 2022. 

Episodes of Bing as well as additional special compilations are also available on Acamar Films’ YouTube Network of channels  With over 1.2 million subscribers, the Italian Bing YouTube channel is watched for 5 million hours a month. The dedicated Bing app, ‘Bing: Guarda, Gioca, Impara’ is free to download and includes all 104 Bing episodes and over 20 games. The app has been downloaded by around 1.2 million Italian families since the launch in June 2020. 

Bing also has a strong experiential and promotions programme in Italy, with top-rated theme Park Leolandia having daily meet and greets with Bing and Flop  and a live show. New promotions deals in 2023 included a Bing Easter Egg chocolate connoisseur Ferrero, as well as a year-long gift with purchase promotion with vitamin company Benegums. Bing-branded Sterilfarma Monello Milk is also available in pharmacies from June 2023.


You can contact Acamar Films by email or by post:

Acamar Films Limited
Ground Floor
The Rotunda
42-43 Gloucester Crescent
London NW1 7DL

Tel: 020 3675 7450