Maurizio Distefano Licensing

“The rich style guides offer unlimited possibilities for development,” said Maurizio Distefano, President of Maurizio Distefano Licensing.

“Millions of Italian families have welcomed Bing into their cherished daily routines, so to see our show lead this incredibly important campaign is fantastic,” said Mikael Shields, CEO at Acamar Films.

The rebrand includes the publication of a new style guide.

The cult character has been described by Maurizio Distefano, President of Maurizio Distefano Licensing, as “an iconic and intriguing brand for adults”.