Maurizio Distefano Licensing (MDL) has closed a licensing agreement for the Italian market for Bing, one of the most sought-after properties in pre-school licensing, with Chicco, one of Europe’s leading companies in children’s products

Chicco has chosen Bing as the inspiration for a capsule collection for pre-schoolers for the spring/summer 2020 season.

It’s a brand new-line, but one that brings together all of Chicco’s established strengths – understanding of fabrics and how to ensure maximum comfort for the little ones – with delightful graphics that reflect the charm and fun of Bing, in a collection of garments that will become much-loved companions in the adventures of little Bingsters throughout Italy.

As well as the daily broadcast on leading Italian free-to-air kids’ channel Rai Yoyo of 15 episodes a day, Bing can also be seen on Sky Italia channel DeA Junior.

But Bing is not just popular on television. He also has his own themed area as one of the best-loved children’s characters at Leolandia, Italy’s most popular theme park, where visitors can meet Bing and his friend Flop in person. And Bing is a growing presence on Italian social networks, with more than 70,000 Likes on the Bing Facebook page, and more than 415,000 subscribers on the Bing YouTube channelwhich gets 1,000,000 views every 24 hours.