Giochi Preziosi brings Bing to French retail

Published on: 14th June 2023

Acamar Films has partnered with Giochi Preziosi as its master toy distributor for Bing in France.

A range of Bing plush and plastic figurines from Acamar Film’s UK toy partner, Golden Bear, will be available in French retailers from Spring 2024.

Bing has been performing strongly in France. The multi-award-winning, animated pre-school series was the most watched pre-school programme in April on national broadcaster France 5.

“We were confident that French families were going to appreciate the quality of Bing along with the way in which the series shares stories that are recognisable and reassuring. That Bing has become the top series so soon is unprecedented and suggests that the show is making a powerful connection with audiences,” said Patricia Adane, programming director at France Télévision.

Mikael Shields, Acamar Films CEO, added: “We care passionately about meeting the needs of our young audience and work tirelessly on our local-language productions. We want every single child to believe that Bing truly is ‘round the corner, not far away’. For Bing to receive such a tremendous welcome in France is heart-warming and joyful for our entire team. We’re delighted to be working so closely with France Télévision.”

Acamar Films with French licensing agent, France TV distribution, is set to support the growth of the property in France with robust marketing and promotional plans which will cover a variety of family touch points.

The success of the performance of Bing on the linear France 5 is mirrored by the viewership achieved by the series on the Bing French-language YouTube Channel which has grown subscriber numbers by almost 3000 this calendar year with over 1.5m views and 110,000 hours of Bing watched on the channel. The French-language channel is one of 23 localised YouTube channels run by Acamar Films. Across the network of YouTube channels, 1m hours of Bing is watched every day with over 1b hours of the series watched in total. Most recently, Acamar Films has launched a test Japanese YouTube channel for Bing which has achieved 1.6m views, 135,000 hours of watch time and 4000 subscribers since its launch in May.


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