Spanning digital and social platforms as well as the Bing: Watch, Play, Learn app, the Rainybow campaign is supported by other Acamar Film licensees including HarperCollins and Tonies.
Acamar Films, the independent creative studio behind the award-winning pre-school animation Bing, is launching a colourful and comprehensive campaign to support the launch of the newest Bing toy, Talking Rainybow Bing, developed and produced by Acamar Film’s master toy partner, Golden Bear.
Including activations across digital and social platforms as well as the Bing: Watch, Play, Learn app, the Rainybow campaign is supported by Acamar Film’s master publishing partner HarperCollins. HarperCollins will be using its social channels and running a promotion for the Bing book, The Rainybow Song, a singalong sound book. Audio partner, Tonies will also feature the Rainybow Song via its mytonies portal.
Rainybow activities will initially be rolled out on UK-facing platforms with elements activated across different territories to support Talking Rainybow Bing as the toy launches in different countries.
“Rainbows always seem to be a favourite with young children and Talking Rainybow Bing is a fantastic toy that not only will delight those children who are captivated by rainbows but also Bingsters, for whom the Rainybow Song is a favourite,” said Natalie Harvey, executive director, Sales, Acamar Films. “Golden Bear has created a beautiful soft toy and it is brilliant to see its launch supported across so many different platforms.”
Bing’s Rainybow Week runs until Friday 24th March on the Bing Bunny Facebook page, giving grown-ups who have ‘Bingsters’ in their lives the opportunity to win a Bing prize bundle every day. Families can also enjoy a special social filter, the third social filter to be released by Acamar Films. The Rainybow filter will let social users take selfies or create videos of their Bingsters, complete with Bing ears, in front of the distinctive Rainybow design while the song plays.
On the Bing UK YouTube page, the Rainybow Show! is a compilation of themed Bing clips, along with a specially-produced live-action clip of a Bing Rainybow mural being painted. The Rainybow takeover continues on bingbunny.com with crafts, colouring sheets and activities.
The Talking Rainybow Bing toy debuts in the UK this spring with roll-out in countries including Italy and The Czech Republic later this year. The toy can create a rainbow effect on nearby walls through the use of the multi-coloured ‘light behind’ feature. By pressing Bing’s hands, children can hear one of 12 sounds including Bing phrases, instrumental music of the Rainybow Song that first appeared in the episode ‘Show’. The toy is approximately 30cm tall and suitable for children from birth. Packaging features a QR code that takes families to a dedicated web page with the Rainybow Song video, lyrics, activity sheets and more.
In addition to the activity across the Bing digital and social platforms, the Talking Rainybow Bing toy is also being supported with a YouTube, social and influencer campaign coordinated by Golden Bear.
