Landmark deal sees BBC Studios Digital Brands division lead YouTube ad sales and brand partnerships for Acamar Films’ beloved preschool property

London, UK –  17 June 2025 – BBC Studios Digital Brands has been appointed as the global commercial agent for Acamar Films’ celebrated preschool property Bing. This exciting deal entrusts BBC Studios Digital Brands with managing advertising sales and brand partnerships for Bing’s extensive global YouTube portfolio and is set to unlock new revenue opportunities for the beloved Emmy® and BAFTA award-winning preschool property.

Leveraging its deep expertise in digital advertising and branded content across a diverse portfolio of premium YouTube channels for some of the world’s most iconic brands, including Bluey, BBC Earth and Doctor Who, BBC Studios Digital Brands offers advertisers access to highly engaged audiences in safe, trusted and family-friendly environments. 

The addition of Bing – a series renowned for its beloved characters and exceptional storytelling – strengthens BBC Studios’ stable of digital brands, marking another milestone in the division’s mission to connect global brands with meaningful digital content and will offer advertisers unparallel access to a highly engaged and loyal preschool audience worldwide, opening fresh and innovative avenues for brand collaboration. With Bing’s established reputation for quality content and its rapidly growing YouTube presence, BBC Studios Digital Brands is well-positioned to deliver premium, brand-safe advertising solutions that resonate with modern families and drive measurable engagement.

The news comes hot on the heels of the recent success of the Royal Foundation’s United for Wildlife series Guardians, which launched across BBC Earth’s YouTube channel and social platforms.

Bing’s YouTube network spans an impressive 65 channels in 30 languages, captivating a global audience with over 9.7 billion lifetime views. From full episodes and compilations to Little Learnings, music, and more, the Bing YouTube portfolio reaches more than 10 million subscribers and generates around 1 million hours of watch time every single day.

Jasmine Dawson, SVP Digital, BBC Studios commented: “We are thrilled to welcome Bing to the BBC Studios Digital Brands family. This partnership not only enriches our portfolio with one of the most respected and loved preschool properties globally but also unlocks incredible commercial potential giving advertisers the opportunity to connect meaningfully with families and young viewers through tailored, impactful campaigns on a trusted platform.”

Mikael Shields, CEO Acamar Films, Producer of Bing said today: “We are delighted to announce this new partnership, and to work more closely with the extraordinary Digital Brands team at BBC Studios. Their expertise in delivering trusted new brand collaborations for Bing will increase our engagement and revenues. It will also strengthen us in our global mission to continue to create premium content which supports the healthy development of young children worldwide”.  

The beloved preschool series created by Acamar Films in partnership with Brown Bag Films, originally premiered, and remains a leading programme, on the BBC’s CBeebies. Since its debut, Bing has become a cherished part of the daily lives of young children across Europe, offering a powerful tool for early development and emotional resilience, through its authentic expert-led storytelling and characters.