Bluey Scores New Licensing Partners Around the World

BBC Studios has signed on a host of new licensing partners for the hit preschool series Bluey in North America, Latin America, EMEA and the Asia Pacific.

In the U.S. and Canada, new deals will see toys, apparel, party supplies and more launch later this year. Among the new partners are Mad Engine and Party City Holdings.

In the U.S. specifically, Ball, Bounce & Sport inc. dba Hedstrom will introduce play balls, hoppers, sports balls, an over-the-door hoop and bowling sets; Berkshire Fashions will launch headwear and cold-weather and rain accessories; Centric Beauty will deliver bath and cosmetics; Disguise will sell new costumes and accessories; Fathead will introduce wall graphics, standees, peel-and-stick wallpaper and decals; and Horizon Group will create arts and crafts products.

In Canada, Daytime Enterprises will introduce costume character appearances led by Nelvana, and Heys International will launch bags, luggage, backpacks and lunch bags.

“Love for Bluey continues to soar all across the globe, and we’re excited to be teaming up with each of these category-leading companies to provide many new ways for preschoolers and their families to experience the fun and imaginative adventures that make the series such a standout,” said Suzy Raia, senior VP of consumer products and business development at BBC Studios Americas. “Consumer demand for Bluey products is very strong, and we look forward to working with these partners to develop offerings that will enhance fans’ connection to the brand every day.”

In Latin America, BBC Studios has appointed Panaderia as licensing agent for Mexico, Lotus Global for Brazil and Tycoon for South and Central America (excluding Mexico and Brazil).

The Bluey licensing program had a successful toy launch in Mexico last year, and starting in June, new assortments ranging from party goods to apparel and publishing will launch in Mexico with the following partners: Granmark, Ruz, Stor, Union Kids, Novelty Corp and Penguin Random House.

Bluey toys produced by master toy licensee Moose Toys will be distributed locally by Candide in Brazil and are expected to launch in Q3. Apparel, accessories, publishing and party items will follow in time for Christmas.

More Bluey products will be distributed locally by Imexporta in Chile and Peru; Caffaro in Argentina; and Boing Toys in Colombia, Ecuador, Peru, Bolivia, Paraguay, Uruguay, Central America and the Caribbean islands.

In Bluey’s homeland, Australia, it became the first-ever Australian brand to partner with Colgate. New episodes for season three are set to debut in the country in mid-June.

“Australia is the home of Bluey, and fans here are absolutely buzzing about the new June episodes,” said Kate O’Connor, head of licensing and brands at BBC Studios ANZ. “The second half of 2022 will bring more exciting Bluey news that we can’t wait to surprise our fans with!”

BBC Studios also secured new partners for the brand in the U.K., including 8th Wonder (wooden toys), Spin Master (wooden puzzles—extending their U.S. range into the U.K.), Moonpig (cards and gifting) and Drew Pearson (accessories).

A pan-European deal, including the U.K., was reached with HTI Toys for large role-play, cases, bubbles and outdoor toys.

Alison Downie, global licensing and branddirector for HTI Group, said, “We are thrilled to be partnering with BBC Studios once again on another hugely popular preschool show. Bluey will be made very welcome here at HTI Toys, and we are excited to develop a range of toys that complement Bluey’s love of play.”

Ravensburger will deliver puzzles, games, Memory and Labyrinth to the U.K., France, Italy and the Nordics.

Ravensburger’s managing director, Tim Hall, said, “We are delighted to extend our U.K. and Ireland contract for Bluey to France, Italy and the Nordic markets and to extend our very long standing and excellent partnership with BBC Studios. We launched Bluey in the UK last autumn/winter and our puzzles were immediately best sellers in all the accounts where they are listed and that success continues to build. Bluey is a special property that young children and their parents adore. We look forward to further growth in the U.K. and Ireland and establishing the property in the new territories.”

In EMEA, additional licensees are Diramix (stickers, cards), Dolfin (seasonal confectionary), Dulcop (bubbles), Grabo (balloons), Halantex (home textiles) and Multiprint (stamps, stationery sets and coloring sets) for Italy; Educa Borras (wooden puzzles and arts and crafts) for France; Graffiti (back-to-school and stationery) for Greece; and Liniex (scooters and scooter accessories), Showagent (meet and greet) and Skybrands (apparel and home) for the Nordics.

Additionally, BBC Studios appointed Mediogen as licensing agent for Israel.