BBC Studios Expands Bluey in EMEA & Asia

BBC Studios is expanding Bluey’s global consumer products and licensing program with growth across EMEA and Asia.

“At its heart, Bluey is about play—the kind that brings families together and creates memories,” said Suzy Raia, executive VP of global consumer products at BBC Studios. “2025 was a landmark year, with Let’s Play Chef capturing that spirit through experiences and activations that resonated with fans across the globe. As we look ahead to 2026 and our Playdates with Friends theme, we’re excited to keep raising the bar with best-in-class products and our brilliant partners who help Bluey inspire shared play on a truly global scale.”

LEGO has confirmed its 2026 expansion of its Bluey range, including new DUPLO and LEGO 4+ sets aligned to the new theme, Playdates with Friends. Master toy partner Moose Toys will launch Bluey Fuzzies, a major collectible line featuring over 80 characters, alongside new deluxe playsets and vehicles for AW26.

VTech and BBC Studios have extended their global partnership for a further two years. TOMY has also expanded into a global renewal (excluding Japan), boosting retail coverage across Europe, LatAm, Asia and established markets like North America and ANZ. HTI Toys has renewed its licensing partnership for a broad range of bespoke Bluey roleplay, bubble and select outdoor and music toys, with continued rollout across the U.K., Europe and parts of Asia (excluding Japan).

In Japan, Moose Toys has launched its Bluey toy range via TOMY, alongside the debut of the first-ever Bluey capsule or “Gacha” toys rolled out across hundreds of capsule toy vending machines. Publishing partner Shogakukan Creative also released the first Japanese-language Bluey storybooks, with more titles in the works.