Mattel-owned Fisher-Price, one of the world’s leading manufacturers of infant and preschool toys, has been appointed the global master toy licensee, excluding Japan, for new preschool property Bing from London-based Acamar Films.

The multi-year partnership, brokered by agent The Licensing Company on behalf of Acamar, will see Fisher-Price develop preschool toys, infant toys and baby gear launching in multiple territories by Q4 2015. Products will include play sets, figurines, role-play, ride-ons, musical toys, wooden toys and soft toys.

Bing celebrates the every-day realities of being a preschooler, and speaks to the grown-ups in the life of every young child.

The new television adaptation is based on the books by award-winning author and illustrator Ted Dewan. The 78 x seven-minute series, set to air on UK pubcaster CBeebies, has been developed by Acamar in partnership with leading Irish animation studio Brown Bag Films and award-winning London-based Tandem Films.

Acamar is launching debut episodes of Bing at MIPTV.