Toys firm strikes deal with creator of popular Bing series

Bing characters

Sambro International, the Bury-based toy manufacturer and distributor, has agreed a three-year deal with Acamar Films for a range of products linked to Bing, the multi-award winning pre-school animation.

The arts and crafts and outdoor toy products featuring characters from the show will arrive in UK and European retailers this autumn.

Katie Rollings, chief licensing officer, Acamar Films, said: “The Sambro Bing range includes products made for little hands that offer big opportunities for curiosity, creativity and connection.

“Sambro is a best-in-class partner and we are delighted to be working with them to broaden our toys, games and arts and crafts offering with child-centric toys that represent the play DNA of Bing, giving young children a variety of ways to express themselves and explore their world.”

The partnership will see Sambro and Acamar work closely to develop and deliver an initial range of more than 20 toy lines, which will launch with a capsule range this autumn.
More items will be launched across spring/summer 2024. The range will be available in the UK as well as the Netherlands and CEE territories.

Clare Rix, brand and licensing director at Sambro, said: “We’re genuinely excited to be working with Acamar Films to support its growing programme of Bing consumer products in the UK and EU.

“Sambro has an incredibly strong, synergistic relationship with Acamar Films and we look forward to working with the team.”

She added: “Introducing the Bing brand is a strategic move, which further expands our arts and crafts and outdoor toy portfolios and strengthens our pre-school offering. This partnership also bolsters our continued growth in the UK and EU in 2023 and beyond, expanding our market reach and complementing our existing portfolio.”

Aligning with the promise of Bing to support toddlers and grown-ups across the big, little moments in a young child’s life, the exclusive Bing arts and crafts range features toys that encourage self- expression and exploration as well as sensory, creative and imaginative play.

Messy play sand sets, first art sets along with make, mould and paint figures will form part of the arts and craft range while outdoor play items include waterfall sets, bubbles and inflatables.

One of the most popular pre-school franchises in the UK as well as in key European territories such as Italy, the Netherlands, Poland and CEE, Bing has recently seen great success in France where the second series of the show premiered this month.

Audiences around the world can access Bing through various channels including national broadcasters, streaming services and Acamar’s network of 25 localised YouTube channels. More than one million hours of Bing is watched across YouTube every day.