BBC Studios Renews & Signs New Bluey Licensing Deals


BBC Studios has expanded its Bluey licensing program with several partner renewals and a host of new licensees around the world.

Spin Master, Horizon Group and Jay Franco have renewed their licensing deals in the U.S. and Canada, and TOMY International is expanding its Bluey line globally, excluding Asia.

New partners signed on to introduce Bluey products this year and in 2025 in the U.S. include Bestway (HK) International (swim and outdoor), Flybar (bumper cars), Innovative Designs (stationery), Ruz USA (seasonal decor) and York Wallcoverings (peel and stick wallpaper and wall decals). In Canada, NTD Apparel will produce Bluey children’s apparel.

In both the U.S. and Canada, new licensees are Creative Kids (reusable dough and activity sets), KidsEmbrace (travel car seats and push stroller trikes), Mushie (silicone infant/toddler feeding products and silicone bath toys), Phidal (novelty books), PI Kids (sound books), Simple Modern (co-branded hydration, backpacks and lunch kits) and TCG Toys (playmate and puzzles).

Various partners have signed on to introduce products throughout Latin America as well, including 2A1 (Brazil) for mall events; Aldea Logistica Global S.A. for health and beauty products (Peru, Chile, Colombia, Central America, Caribbean); Comercial TBC for children’s apparel and accessories (Chile, Peru); Creaciones Guz for nightwear, outerwear and swimwear (Mexico); Fotorama for backpacks (Mexico); Grisi for health and beauty products (Mexico); Impulsora Arra for footwear (Mexico); Intek for backpacks and accessories (Chile); Lojas Riachuelo for apparel, back-to-school and home (Brazil); Luppa for a Kioks collectible booklets promotion (Argentina, Brazil, Chile, Mexico, Paraguay, Peru, Uruguay); and Pronobel for various categories (Chile).

Throughout EMEA, new licensees include 3 Bears Food for oat products (GAS); Ara Creative for drawing kits (France); Educa Borras SAU for a Lynx board game (multiterritory); Glocal Diffusion SARL/Pelucho for a plush hot water bottle (France); Industrial Papelera Andina, S.L for gift wrap (Iberia); JB Licenses Srl for children’s apparel and accessories (Italy); Lemon Iberia LDA for meet-and-greet (Portugal); Panini S.p.A for collectible sticker albums (Multi Territory); Pepikou Decorama for arts and crafts (France); and Zero A Oito Edicao E Conteudos LDA for kiosk products (Portugal). Also, existing partner Jazwares will begin rolling out Bluey Squishmallows HugMees in the U.K. later this year, and Jazwares has been appointed to distribute 8th Wonder’s wooden toy range for Bluey across key EMEA markets.

Additionally, MH Leisure Ltd has signed on for pay-to-play rides (U.K.) and RMS UK International Ltd has inked deal for arts and crafts (U.K. and Ireland). HTI Toys will introduce outdoor toys in the U.K. and Ireland as well. Also, Paladone (lighting and gifts) and Source by Net (furniture) are expected to launch new products at retail in 2025 in the U.K. and EMEA. Padma Textiles HK are on board for a multi territory rollout of children’s apparel at Mango Kids worldwide.

In Australia and New Zealand, new partners include Adairs (homewares), Caprice (pet), CottonOn Kids (children’s sleepwear), Crossmark (gnomes), Hinkler (publishing/arts and crafts), Unicharm/Babylove (nappy pants), Volley (footwear) and Yowie (seasonal confectionary). The Bluey’s World immersive experience is set to open in Brisbane, Queensland, Australia, later this year in November, with tickets on sale on May 21.

Following toy launches in Singapore, Malaysia and South Korea last year, Bluey toys licensed by Moose Toys will be coming to the Philippines for the first time, distributed locally by Ban Nee Trading.

Bluey is a sensation around the world and demand for series-inspired product continues to soar,” said Suzy Raia, senior VP of consumer products and business development at BBC Studios. “With such a popular brand, we’ve been able to secure the best partners in every category who develop truly outstanding products that provide fans with more fun-filled ways to immerse themselves in Bluey’s world.”