Acamar Films has promoted Jodie Morris into a newly created role as chief content and audiences officer as the UK studio works to expand its preschool series Bing.

Beginning today, Morris will take on an expanded leadership remit and oversee the strategy, planning and operation of global distribution for Bing content across all platforms. She reports to Acamar CEO Mikael Shields.

Morris joined the prodco two years ago as executive director of content and audiences. Before that, she worked at Beano Studios and Channel 4.

In recent months, the Acamar team has been focused on growing engagement for Bing on YouTube and social media platforms. The property’s on-demand gaming app Bing: Watch, Play, Learn has also racked up more than 750,000 downloads in the UK, Italy and Poland since launching in September 2019.

Acamar plans to continue expanding the IP, and a number of new local language productions are underway. In July, Acamar Films announced it was prepping a live stage-show adaptation of the series in partnership with Dutch theater production company Trend Media.