MBC Group to launch preschool series ‘Bing' in deal with Acamar Films
MBC Group has partnered with UK-based Acamar Films to bring the preschool series Bing to Arabic-speaking audiences. The all-encompassing agreement covers programming, licensing and merchandising rights and will see Bing debut on MBC3 and the group's global streaming platform Shahid in July 2025. The show will be available in Arabic, US English and French.
The collaboration reflects MBC's continued investment in quality children's content, with plans to expand the brand beyond screens into a wide range of products and experiences.
Ashraf Younis, Director of MBC3, said: 'We are delighted to premiere Bing, which continues our deep commitment to providing high-quality entertainment across traditional broadcasting and digital platforms in the MENA region for our youngest audiences. We also look forward to creating further engaging experiences, from toys and games to experiential events for families to enjoy together.'
MBC Group's licensing division, based in Riyadh, will lead the regional rollout of Bing merchandise and events in close coordination with Acamar Films' London headquarters. This will include the development of Arabic-language books, apparel and themed family activities.
Originally launched on the BBC's CBeebies and co-produced with Brown Bag Films, Bing has gained international acclaim for its authentic storytelling and its focus on emotional resilience and child development. Its arrival in the MENA region marks a major milestone in Acamar's global strategy.
Mikael Shields, CEO of Acamar Films and Producer of Bing, added: 'We have such respect for all that Ashraf and the MBC team have achieved over many years, in building the best media offering for younger children and their families in the region. This is our first strategic move in the global expansion of Bing, and we're delighted to be launching Bing across all areas of media, licensing publishing and consumer products in the MENA region in our new partnership with MBC.'
The deal was negotiated by Jiella Esmat, CEO of 8 Lions Entertainment, in collaboration with Brands & Rights 360 and Acamar Films.
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