BBC Studios Name Exec for 'Bluey' Brand Expansion

Kate O'Connor has been promoted to lead licensing for "Bluey" and more.
License Global

February 15, 2022

Kate O'Connor, the new licensing head for "Bluey"
BBC Studios

Kate O'Connor has been named head, licensing and brands, BBC Studios ANZ, overseeing all aspects of brand expansion for "Bluey" and other BBC Studios IP, such as BBC Earth, "Top Gear" and "Doctor Who" in Australia and New Zealand. 

Previously commercial and business development head, O'Connor has expanded her role to include leadership of the commercial franchise brands marketing team and the live events team, alongside existing responsibility for licensed consumer products and home entertainment.   

As BBC Studios holds the global ancillary and merchandising rights, this brings all the commercial aspects and audience-focused promotional activity for the "Bluey" brand in Australia and New Zealand under O'Connor's direction. 

"Kate has played a key role in developing the commercial strategy and propelling the 'Bluey' brand to achieve great success in Australia," says Fiona Lang, general manager, BBC Studios ANZ. "Kate's strategic leadership and commercial acumen, across all aspects of brand

expansion and promotion, will offer clients a single point of expertise for all their brand requirements. I look forward to seeing the 'Bluey' brand develop holistically – and with love – under her leadership." 

"I'm thrilled to become the commercial and strategic voice of 'Bluey' in the region and enthusiastically look forward to the continued trials and triumphs that running Australia's No. 1 kids brand brings," says O'Connor. "With my dedicated and energetic team, I am truly excited at what is to come for 'Bluey' in 2022 and beyond – there are some very big things on the horizon that we can't wait to bring to our legion of 'Bluey' fans." 

In the new structure, the commercial franchise brands marketing team led by Madeleine Jelfs, the Licensing team led by Jacqui Shilson-Josling and the Live Events team led by Renata Bisgaard will report to O'Connor. 


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