MBC and Acamar Films launch Bing across MENA

MBC Group has signed a landmark agreement with Acamar Films, commencing the next stage of Bing’s global expansion, by launching a wide range of content, books, products, services and events, for the multi-award-winning preschool series Bing, across the Middle East and North Africa

London, 16 July 2025 – MBC Group, the largest and most prominent broadcaster in the Middle East and North Africa (MENA), has signed a new programming and licensing & merchandising representation agreement with Acamar Films. This 360° deal will bring the multi-award-winning preschool series Bing to families across the Arabic-speaking world via MBC3 and its global streaming platform Shahid. The launch is scheduled for July 2025 and will also include US English, French, and Arabic versions.

Ashraf Younis, Director of MBC3, commented: “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 is globally recognised as the leading Arabic-language company, with a portfolio of channels in multiple languages and a long-standing commitment to children’s content. Its licensing division in Riyadh is now leading on Bing’s licensing and events management activities across the region, in partnership with Acamar’s London-based leadership team. This will include the production of a wide range of Arabic-language books, toys, apparel, and family-focused experiential events.

This new launch marks a significant step in Acamar’s global expansion of Bing. The beloved preschool series created by Acamar Films in partnership with Brown Bag Films, originally premiered on the BBC’s CBeebies. Since its debut, Bing has become a cherished part of the daily lives of young children across Europe, offering a powerful tool for early development and emotional resilience, through its authentic expert-led storytelling and characters.

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 partnership was led and negotiated by Jiella Esmat, CEO of 8 Lions Entertainment, in collaboration with Brands & Rights 360, and Acamar Films.