BBC Studios Inks Licensing Deal with VTech for Bluey


BBC Studios has secured a multi-territory licensing deal with VTech to expand its global licensing portfolio for the children’s TV property Bluey.

VTech’s initial range for Bluey will feature popular characters from the series, with lines including electronic books, role play watches and a phone. Product is expected to launch at retail in both Australia and the U.S. in Q3 2022, followed by future rollouts in the U.K., France, Canada and New Zealand.

Jointly commissioned by BBC Studios and ABC Children’s, Bluey is produced by Ludo Studio in association with Screen Queensland and Screen Australia. The series is distributed internationally by BBC Studios outside of Australia.

Andrew Barrett, director of product development and licensing at VTech, said: “We are delighted to be partnering with BBC Studios on this beautifully crafted show. Its focus on imaginative play combined with adventurous storytelling fits perfectly with our ethos of play, learn and develop.”

Julie Kekwick, senior licensing manager at BBC Studios, added: “Our new partnership with VTech symbolizes a significant extension of our Bluey franchise, joining our other global partners such as Penguin Random House and complementing the highly successful Moose Toys, master toy range.”