On Wednesday, May 14, in the prestigious setting of Palazzo Bovara in the heart of Milan, Assonidi presented a special award to Acamar Films, the London-based production company behind Bing— one of the world’s most-watched animated series for preschoolers, with over 9 billion views on YouTube and 1 million hours of streaming daily. In Italy, Bing enjoys widespread popularity on Rai
The award ceremony was held as part of Assonidi’s 20th anniversary celebrations and recognized Acamar Films’ commitment to early childhood development. The studio is a key partner in Le Buone Abitudini, a nationwide initiative designed to promote positive practices for the healthy growth of children aged 0 to 6.
The campaign—developed in collaboration with the Italian Society of Pediatrics, Arkè – Un Dentista per Amico, and Nati per Leggere—raises awareness among parents and educators on essential topics such as sleep, nutrition, oral hygiene, outdoor activity, and emotional regulation. Through educational materials, events, and media content, Le Buone Abitudini has already reached tens of thousands of Italian families. To date, more than 400 nurseries and 11,000 pediatricians across the country have received digital resources to help guide and support families on their parenting journey.
“It’s a real privilege to collaborate with the esteemed partners of the Le Buone Abitudini project, and we’re especially grateful for the support of our valued partners at Rai Yoyo,” said Mikael Shields, CEO of Acamar Films. “Working alongside some of Italy’s most respected experts and receiving this recognition from Assonidi is truly an honour. The remarkable success of this initiative shows just how deeply Italian families care about their children’s development and well-being. We’re committed to continuing to create Bing episodes that genuinely reflect the real experiences and emotional needs of our young audience. After all, children are 20% of our present, but 100% of our future.”
The partnership between Acamar Films, Assonidi, Arkè, and the Italian Society of Pediatrics represents a unique alliance in Italy’s early childhood sector—and it’s set to grow further with the involvement of new experts and organizations.
Managed in Italy by the agency Maurizio Distefano Licensing, Bing continues to serve as a powerful ambassador for healthy habits and positive parenting. “Bing embodies authentic values, which is why such an authoritative project could be built around his character,” commented Maurizio Distefano. “He has become a trusted reference point for families and institutions engaged in early childhood education and care.”
Paolo Uniti (Assonidi Director) with Valentina De Felice (Head of Communications Acamar Films) Federica Ortalli (Assonidi President) with Valentina De Felice (Head of Communications Acamar
