VTech Extends Bluey Licensing Deal

BBC Studios has expanded its multi-territory licensing deal with VTech to produce interactive electronic role-play toys for Bluey.

Product is planned to launch at retail in the U.S., Mexico, Canada, France, Belgium, Spain, U.K. and Australia from Q3 2023.

VTech’s 2023 range for Bluey will feature characters from the global hit TV show. New lines include their first musical product Bluey’s Keytar and proprietary formats such as Scooter Time Bluey, Shake It Bluey, Game Time Laptop and LeapFrog LeapStart (known as MagiBook in the EU) Bluey Fun and Games book.

Andrew Barrett, director of product development and licensing at VTech, said: “Following on from the highly successful launches of the Bluey electronic book, roleplay watches and phone in key territories this year; we are delighted to be expanding the partnership with BBC Studios. We will be launching into more territories and extending our product offering, where we continue to focus on roleplay combined with adventurous storytelling—this fits perfectly with our ethos of play, learn and develop.”

Julie Kekwick, head of hardlines at BBC Studios, said: “Our growing partnership with VTech symbolizes a significant extension of our Bluey franchise, joining our other multi-territory partners such as Penguin Random House, Immediate Media, Hasbro, Stor, Crayola, Ravensburger and HTI; and complementing our outstanding master toy range from Moose Toys.”