BBC Studios Expands Licensing Program for Bluey

Five new licensing partners have been secured for the preschool series Bluey, which is available on Disney Channel, Disney Junior and Disney+.

Bluey launched its debut range of toys from Moose Toys and books from Penguin Random House in the U.S. Now, the brand is poised to make a bigger imprint at retail this year with new introductions from The Bentex Group, Spin Master, Jay Franco, Kurt Adler and Zak Designs. BBC Studios is the distributor and licensing agent for Bluey.

The line from The Bentex Group includes apparel that is now available on Amazon; puzzles and games from Spin Master will be available in the fall; a line of bedding, home décor, bath textiles and accessories from Jay Franco will launch in the fall; Zak Designs will roll out dining/melamine in the fall; and holiday décor from Kurt Adler will debut in time for the season.

An Australian children’s series, Bluey offers a heartfelt and funny portrayal of family life and celebration of play. It follows the titular 6-year-old Blue Heeler dog, who loves to play and turns everyday family life into extraordinary adventures that unfold in unpredictable and hilarious ways.

Suzy Raia, VP of consumer products and business development at BBC Studios, said: “Bluey, Bluey, Bluey! The brand is picking up real momentum in the U.S. off the back of the series’ success on Disney platforms, and the debut line of toys and books. The upcoming line of products from our new best-in-class partners are poised to help families build upon their Bluey-inspired adventures together. We hope parents are eager to expand the Bluey presence in their home—it’s truly a show that continues to resonate with families and that parents are eagerly embracing.”