Licensing
Bing: creating an authentic connection beyond the screen
Acamar Films continues to innovate with even more opportunities for audience engagement through its extensive licensing programme and exciting partnerships through a range of digital media
M
ultiplatform distribution, along with digital innovation and immersive live experiences are playing an
increasingly important role for Acamar Films, as they continue to strengthen Bing’s audience engagement; building on their central mission to connect deeply and authentically with pre-schoolers and the grown-ups in their lives. The multi-award winning Bing celebrates the noisy, messy, joyful reality of pre-school life and its likeability and enduring appeal is holding the property firmly in the hearts of ‘Bingsters’ around the world. Crafted to support the growth of young children’s identities, cognition, coping mechanisms
and emotional resilience, the series offers real-life learning tools for soft skill development. Bing remains a favourite on CBeebies, BBC iPlayer and Amazon Prime Video, while Bing’s own UK YouTube channel continues to generate millions of watch time hours every month. Bing has a robust licensing programme and launched in three exciting new categories for AW21 with dental products, birthday cakes and bath toys. In order to continue Bing’s exciting
growth trajectory, Acamar Films is dedicated to finding new and creative ways to engage, and delight, their multigenerational audience - not just Bingsters, but also the grown-ups in their lives. In research conducted in 2020, voice experts Voxly Digital identified that families make up a large proportion of regular voice users in the UK, with two
out of three of them actively using their voice-assistants together. In response to this opportunity, Acamar Films partnered with Voxly Digital to develop a brand-new interactive Amazon Alexa voice skill - ‘Bing Time’.
Launched in July 2021 exclusively with Amazon Kids+ and via general release in December, ‘Bing Time’ offers exclusive Bing audio stories and play-along games, in addition to a selection of Bing music and songs. The skill brings together new scriptwriting, high production values and technical innovation to deliver a wonderful audio companion. Thoughtfully crafted for little ones, the
skill responds to the rhythm of a child’s day; encouraging movement and active play during the morning and afternoon, while offering calmer bedtime stories and sleepy music in the early evening. By removing complexity or limiting voiced-choices,
“Bing has a robust licensing programme and launched in three exciting new categories for AW21 with dental
products, birthday cakes and bath toys” 38 | toy news | Jan/Feb 2022
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