BBC Studios Expands Bluey Licensing Program

BBC Studios has continued to expand the Bluey licensing program, with new opportunities to be presented at BLE across core and emerging categories, including fashion, FMCG, toys and books.

“Bluey’s ability to resonate across generations is what makes it so special,” said Suzy Raia, executive VP of global consumer products at BBC Studios. “As we expand into new categories and continue to deepen the brand’s presence across multiple markets, we’re enabling fans of the series to engage with Bluey in ways that go well beyond the screen while nurturing deep roots for a globally beloved brand.”

In the fashion and FCMG categories, recent partners include Converse, Pottery Barn Kids, Specsavers, Kellogg’s, Yeo Valley, Hero, Childs Farm, Natures Aid, Colgate, Caresse Cosmetics, Danone, Goodies, SpaghettiOs, Wet Brush, Sassy Baby, Cotton on KIDS and many more.

Toy partnerships continue to be made, with master toy partner Moose Toys’ Bluey range now launched in Japan via TOMY and LEGO Bluey sets releasing worldwide. Other new deals have been made with Mookie Toys, Malte Haaning, Smyths, Skillmatics, FlyBar and Asmodee.

The continued expansion of the licensing program keeps up with the expansion of the series itself. Bluey will soon launch in Turkey on Spacetoon TV Türkiye, and Spacetoon International was appointed as the local licensing agent. Bluey will also be entering Central Europe, where Neco Toys has been named distributor for Moose Toys’ Bluey range and Penguin Random House will partner with Isbank Cultural Publications for a publishing launch.

“We’re seeing extraordinary momentum for Bluey across EMEA and Asia, with strong demand from both partners and audiences,” said Andrew Carley, director of licensing for the U.K., EMEA and Asia at BBC Studios. “The brand’s adaptability across cultures—whether through local publishing, consumer products or live events—is fueling an exciting next chapter of growth ahead of the 2027 movie release.”

Bluey’s cinema presence is also expanding, with Bluey at the Cinema: Let’s Play Chef Collection debuting in Spain and Poland and soon premiering in Germany, Italy, France and Benelux.

To complement the Bluey: Let’s Play Chef theme, Chefclub will be launching an exclusive kids’ cooking range in 2026. The partnership also includes 16 Bluey-themed videos that transform products into immersive family experiences.

The live entertainment extensions are growing as well, with the first-ever Bluey roller-coaster coming to CBeebies Land in spring 2026. Brisbane’s Bluey’s World, which opened in November 2024, has been extended through to March 2026. The stage show Bluey’s Big Play has already been seen by over 2 million people worldwide and will debut in Poland in November, followed by a return to the U.K., Ireland and Spain.

Bluey has continued to find success in publishing with master publishing partner Penguin Random House, and this year’s slate includes a hardcover deluxe comic-style chapter book based on “Bluey: The Sign,” Bluey: Wackadoo! Bluey Words and Sounds Sound Book and Bluey My Busy Books. Plus, Bluey and Bingo’s Christmas Cookbook, A Big Pop-Up Book, Let’s Play Verandah Santa and Bluey: First Ever Piano Book are also coming.

The gaming and music categories both remain strong, with gamers spending 3.3 billion minutes in 2024 playing the mobile game Bluey Let’s Play! LEGO Bluey Mobile Game hit one million downloads in its first month of launch. Next, Bluey will come to life on Nex Playground through a motion-powered game. Regarding music, in July, Bluey’s songs reached one billion lifetime audio streams across all platforms. The brand released its first Christmas single, “Bluey Verandah Santa,” which will be accompanied by a physical CD with four seasonal songs on November 7.

“The success of Bluey’s publishing, music and gaming highlights how the brand has become part of entertainment culture on every level,” noted Stephen Davies, senior VP of global licensing at BBC Studios. “Whether children are dancing to Bluey songs, learning piano or playing in digital worlds, these touchpoints deepen the brand’s connection with fans around the globe.”