BBC Studios Asia, Medialink Expand 'Bluey' Licensing Across Southeast Asia

BBC Studios Asia has agreed to a new licensing deal with Medialink Animation International, a subsidiary of Medialink Group, to grow Bluey merchandise across Southeast Asia.  

The deal brings Medialink Animation International on board for Bluey for the first time in new territories and covers a wide range of Bluey products across key categories. It marks the first time that Bluey products, including apparel and accessories, homeware and local food products, will be launched in the Philippines, Thailand and Indonesia, with expanded product lines in Singapore and Malaysia after toy launches in 2023.  

“We are thrilled to be expanding Bluey products into these key markets across Southeast Asia,” says Sophia Spinelli, vice president, brands and marketing, BBC Studios Asia. “With successful launches under our belt in South Korea, Singapore and Malaysia, it’s fantastic to also give fans in the Philippines, Thailand and Indonesia the opportunity to enjoy Bluey and her wonderful Blue Heeler family beyond the screen. Our consumer products and licensing team has ambitious plans for Bluey and it’s really exciting to see them come to life as we continue to grow and expand the business across the region.”  

“We are incredibly thankful for this opportunity to be the agent for BBC Studios representing Bluey across the Southeast Asia territories,” says Noletta Chiu, managing director, Medialink Animation International. “With our long-standing experience in the preschool space with award-winning character IPs we are confident that we can supercharge the Bluey consumer products licensing portfolio to reach new heights in 2024 and beyond.”