Bluey Continues Expansion in Germany

Studio 100 International has continued to expand Bluey in Germany with new product launches and activations.

With Bluey in the Cinema: The Let’s Play Chef Collection, Vue Lumière and Piece of Magic will bring a one-hour compilation of eight episodes that revolve around food to cinemas in Germany. The Let’s Play Chef theme will extend to new product lines from master toy partner Moose Toys.

Additionally, the first Bluey shopping center activation in Germany will take place from July 14 to August 2 at the ECE Rhein-Center Cologne-Weiden under the title Fun with Bluey. The event will immerse young fans in a Bluey world that offers interactive activities and the opportunity to take photos with Bluey and Bingo.

In the consumer goods sector, Bluey is one of the five best-selling preschool brands in the category of figures/playsets and accessories in Germany as of November 2024, according to Circana. Cross-country product launches include Ravensburger’s Bluey Junior Labyrinth, Carrera FIRST’s Bluey & Bingo racetrack, Asmodee’s Spot It!/Dobble, Top Trumps and Who is it? by Winning Moves. Lexibook will launch an EMEA range of cameras, audio products and role-play items, and global partnerships with Brio, TOMY and VTech will expand the toy range further.

New local licensing agreements with Pumpkin Organics and Healthy Kids (Pure&Fun) will complement partner 3Bears’ local oat-based product line.

Other market launches coming up include a Bluey back-to-school collection from DEICHMANN, a clothing and household goods line from DISTRA Warenhandelsgesellschaft, school supplies from Undercover and handicraft products from Panini Verlags and Schwager and Steinlein Verlag.

In the future, the first Bluey feature film will be released worldwide in 2027 under the Disney banner.

“We are extremely pleased with the impressive growth that Bluey has achieved in Germany since the launch of our main toy range with Moose Germany in August 2023,” said Nicola Daglish, EMEA licensing manager at BBC Studios. “The brand’s momentum has exceeded our expectations, with successful launches across numerous product categories. Together with Studio 100 International, we are driving strong retail activations and opening up new categories for the second half of 2025—all with an eye toward a great cinema year in 2027.”