Acamar books three international agents for Bing

Russia, CEE and the Nordics targeted in renewed international push for the hit pre-school animation

Written by Rhys Thomas

Posted 16.05.2019 | Pre-School

Acamar books three international agents for Bing thumbnail

Acamar Films has appointed a trio of new licensing agents to further capitalise on and expand the international reach of its hit animated series Bing.

Megalicense will represent the brand in Russia, CPLG is on board for the CEE region and Alicom Licensing will handle business in the Nordics.

“We are delighted to welcome on board these fantastic agencies in this exciting stage of development for Bing,” says Natalie Harvey, Director of Global Licensing Acamar Films. “We look forward to a long and successful partnership as we develop engaging licensing programmes for our Bingsters and their grown-ups around the world.”

Acamar will work closely alongside the new agents to strengthen existing ties and open the door for new opportunities in markets where the brand is already a firm favourite. The aim is to take Bing global. 

Megalicense is one of the leading Russian licensing agencies with a strong track record in building licenses and managing toy launches. Bing launched on Russian TV screens in September 2018 on the pay channel O! and debuted in March this year on free to air channel Karousel, where it is already a top performer.

Zakhar Nazarenko, CEO Megalicense, has high hopes for the brand, saying: “The combination of high-quality animation, educational story-telling and strong broadcast partners are a winning combination for a long and successful licensing programme in Russia.”

Globally renowned agency CPLG will represent Bing for the CEE markets, building on the existing presence in Poland, where it is a consistent ratings winner and has the top performing channel in the global Bing YouTube network, as well as developing new markets. Czech Republic and Hungary will be the next markets to launch as Acamar expands the business across the region in line with broadcast and licensing plans.

“The property is already very popular in Poland and we’re seeing the fan base growing in other parts of the CEE region,” says Sławomir Ekiert, Managing Director CEE and Nordics at CPLG. “We have already secured a number of key categories in the first few months of our representation and look forward to expanding the program throughout the CEE region.”

Already a regular on TV screens in the Nordics, Bing has been on air since 2015 airing weekdays on SVT Barnkanalen in Sweden and daily on NRK Super in Norway. In February 2019 Acamar’s Nordic home entertainment partner, SF Kids, launched Bing on DVD and SVOD for the first time, and a new Swedish-language Bing YouTube channel launched in April 2019.

“The continued support from SVT along with the local language YouTube channel are sure to increase the exposure and generate the buzz needed to allow us to apply the out-of-the-box thinking we thrive on,” says Roland Lindholm, Managing Director and CEO, Alicom Licensing.


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