BBC Studios, distributor and licensor for the Emmy and Peabody Award-winning animated series Bluey, is once again expanding its licensing program with partner renewals and new licensees. The company has renewed its licensing deals for Bluey with Spin Master, Horizon Group and Jay Franco (U.S. and Canada). Additionally, TOMY International has expanded their Bluey lines, adding the Pop Up Bluey game (Global excl. Asia).
The BBC announcement quickly follows the multi-year renewal deal with master toy licensee Moose Toys and recently revealed collection of 20 new Bluey Minisodes, written by Bluey creator Joe Brumm and produced by Ludo Studio. The first batch premieres on the Australian Broadcasting Corporation (ABC) in June in Australia and will start rolling out on Disney Jr. and Disney+ this July.
“Bluey is a sensation around the world and demand for series-inspired product continues to soar,” said Suzy Raia, SVP Consumer Products and Business Development, 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.”
New partners signed to introduce Bluey products this year and 2025 in the U.S. and Canada, include:
Bestway (HK) International – Swim and outdoor (U.S.)
Creative Kids – Reusable dough and activity sets (U.S. & Canada)
Flybar – Bumper cars available exclusively at Walmart (U.S.)
Innovative Designs – Stationery (U.S.)
KidsEmbrace – Travel car seats and push stroller trikes (U.S. & Canada)
Mushie – Silicone infant/toddler feeding and silicone bath toys (U.S. & Canada)
NTD Apparel – Children’s apparel (Canada via Nelvana)
Phidal – Novelty books (U.S. & Canada)
PI Kids, an imprint of Phoenix International Publications – Sound books (U.S. & Canada)
Ruz USA – Seasonal décor (U.S.)
Simple Modern – Co-branded hydration, backpacks, and lunch kits (U.S. & Canada)
TCG Toys – Playmats and puzzles (U.S. & Canada)
York Wallcoverings – Peel & stick wallpaper and wall decals (U.S.)
New partners signed to introduce new Bluey products in Latin America this year and 2025 include:
2A1 – Mall events (Brazil)
Aldea Logistica Global S.A. – Health and beauty (Peru, Chile, Colombia, Central America, Caribbean)
Comercial TBC – Children’s apparel and accessories (Chile, Peru)
Creaciones Guz – Nightwear, outerwear, and swimwear (Mexico)
Fotorama – Backpacks (Mexico)
Grisi – Health and beauty (Mexico)
Impulsora Arra – Footwear (Mexico)
Intek – Backpacks and accessories (Chile)
Lojas Riachuelo – Apparel, back-to-school, and home (Brazil)
Luppa – Kioks collectible booklets promotion (Argentina, Brazil, Chile, Mexico, Paraguay, Peru, Uruguay)
Pronobel – Various categories (Chile)
Bluey brand awareness and licensing portfolio continues to grow at pace in the UK too. The Australia High Commission in the UK presented the show with its inaugural ‘Special Recognition Award for Cultural Impact across the UK and the World’ last month, which coincided with the unexpected new Bluey episode called ‘Surprise’ landing on ABC and Disney+. Plus, new deals have been struck with MH Leisure Ltd for Pay to Play rides (UK) and RMS UK Interntional Ltd for Arts & Crafts (UK & Ireland). HTI Toys has broadened their Bluey range as well, adding outdoor toys (UK & Ireland).
Following success in the US, Character Options is distributing Bluey Mash’ems, created by Basic Fun, in the UK and the Nordics. Likewise, existing partner Jazwares will begin rolling out Bluey Squishmallows HugMees in the UK later this year. Additionally, Jazwares has also been appointed to distribute 8th Wonder’s wooden toy range for Bluey across key EMEA markets.
New signings for the UK and EMEA for softlines include Paladone for lighting and gifts and Source by Net for furniture, products are expected to launch at retail in 2025. Padma Textiles HK Ltd are on board for a multi-territory roll-out of Bluey children’s apparel for Mango Kids stores worldwide.
Other new partners signed to introduce Bluey products this year and in 2025 in EMEA, include:
3 Bears Food GmbH – Oat products (GAS)
Ara Creative – Drawing kits (France)
Educa Borras SAU – Lynx board game (Multi Territory)
Glocal Diffusion SARL / Pelucho – Plush hot water bottle (France)
Industrial Papelera Andina, S.L – Gift wrap (Iberia)
JB Licenses Srl – Children’s apparel & accessories (Italy)
Lemon Iberia LDA – Meet & greet (Portugal)
Panini S.p.A – Collectable sticker albums (Multi Territory)
Pepikou Decorama – Arts & crafts (France)
Zero A Oito Edicao E Conteudos LDA – Kiosk products (Portugal)
Partners signed to introduce new Bluey products in Australia and New Zealand this year include:
Adairs – Homewares
Caprice – Pet
CottonOn Kids – Children’s sleepwear
Crossmark – Gnomes
Hinkler – Publishing / arts & crafts
Unicharm / Babylove – Nappy pants
Volley – Footwear
Yowie – Seasonal confectionary
The eagerly anticipated Bluey’s World is set to open in Brisbane, Queensland, Australia on November 7, 2024, offering families an unforgettable Bluey adventure. The Bluey’s World immersive experience features real-life sets, recognizable scenes, and beloved characters and games from hit-show Bluey. Tickets for Bluey’s World will go on sale on Tuesday, May 21, 2024. For ticket information and to book visit blueysworld.com.
Following toy launches in Singapore, Malaysia and South Korea in 2023, Bluey toys licensed by Moose Toys are hitting shelves in the Philippines for the first time, distributed locally by Ban Kee Trading, Inc. The toy roll-out in the Philippines comes shortly after the series launched in Tagalog on local free-to-air channel TV5 in April alongside its home on Disney+.
Global Successes
Bluey’s phenomenal popularity across the globe enables its licensing program to grow at pace with products launched in over 49 countries, and over 20 million books sold worldwide in more than 20 languages. Bluey’s Big Play The Stage Show is on tour in the U.S., Europe and will premiere in Asia and the Middle East in the coming months. Following a successful debut in Los Angeles, acclaimed immersive experience Bluey x CAMP travels to Chicago and Boston this summer with more to come.
According to Circana, Bluey was the #2 Preschool Toys character property in the US and the #1 license in preschool in the UK and Australia for 2023. Additionally, Bluey ranks as the Top 10 Property in pre-school toys across the EU5[4] and its robust global licensing portfolio features best-in-class partners across multiple product categories.
Bluey is thriving in the digital and gaming spheres as well. Bluey album releases continue to soar in popularity. ‘Bluey: The Album’ and ‘Dance Mode’ recently hit a milestone half a billion streams combined. The Bluey mobile game has been downloaded over 30 million times since launch and console game Bluey: The Video Game was included in BAFTA’s ‘Best Video Games of 2023’ list. The official Bluey YouTube channel portfolio, run by BBC Studios Social, has an incredible 7.28 billion lifetime views. Plus, its new online-only Bluey Book Reads series, read by an all-star celebrity line up including Kylie and Dannii Minogue, has garnered over 20 million views across Bluey’s digital channels.
Record Viewership
Since launching in Australia in 2018, Bluey has gained millions of fans around the world, widely lauded for its heartfelt and funny portrayal of family life and celebration of play. The series follows Bluey, a lovable and inexhaustible Blue Heeler dog who lives with her Mum, Dad, and little sister, Bingo.
Bluey began 2024 as the #1 most-streamed series across all audiences[5] and the #1 series for preschoolers and kids overall[6] in the U.S., per Nielsen. The highly successful global premiere of the longest ever Bluey episode, ‘The Sign’ in April broke viewing records. ‘The Sign’ gathered more than 10 million views worldwide on Disney+ in the week after its release and is the top ABC programme of 2024YTD and the highest ABC programme of all time on ABC iview. Last year, Bluey was the #1 series for preschoolers and kids and #2 most-streamed series across all audiences in the U.S. with 43.9 billion minutes viewed, according to Nielsen.
Jointly commissioned by ABC Children’s and BBC Studios Kids & Family, Bluey is created and written by Joe Brumm and produced by the multiple Emmy Award-winning Ludo Studio in association with Screen Queensland and Screen Australia. The series streams to U.S. and global audiences (outside of Australia, New Zealand and China) across Disney Channel, Disney Jr. and Disney+ through a global broadcasting deal between BBC Studios Kids & Family and Disney Branded Television.