BBC Studios Enhances ‘Bluey’ Licensing Program in EMEA Ahead of Movie and LEGO CollabBBC Studios Enhances ‘Bluey’ Licensing Program in EMEA Ahead of Movie and LEGO Collab

New licenses announced in toys, games, fashion and publishing.

License Global

January 28, 2025

2 Min Read
Bluey, Ludo Studios
"Bluey"Ludo Studios

BBC Studios has announced that it is enhancing its licensing program in EMEA for “Bluey.” The animated children’s show is set to release its first feature film in 2027. Plus, six new LEGO Bluey products will launch at retail later this year. 

The multiple award-winning animation airs in over 140 territories and licensed products are available in over 65 markets with 450 licensees globally. Bluey is a top-performing preschool brand across EMEA, with its success extending beyond the screen through a strong portfolio of licensing and publishing partnerships.  

In Germany, the brand is expanding with new license partners, including 3Bears, Tex Idea, Fashion UK Germany, License Factory, Von.tz, Capelli Europe, Panini Stationery and Schwager & Steinlein, with more to be announced. 

Consumer demand for “Bluey” in fashion retail continues to grow. New “Bluey” collections have been launched in Zara and Mango in 2024, with more expected this year. H&M is meeting fan demand with additional mini collections this spring and summer. Apparel ranges have also been introduced in OVS in Italy, Ackermans in South Africa and Ofek Hol Yam in Israel. 

Moose Toys Germany and BBC Studios are expanding the product portfolio with new launches, including TileTown magnetic sets, “Bluey” Hide & Seek games and products supporting the "Let's Play Chef" 2025 campaign. Other global partner toy lines are also expanding, with new “Bluey” bath toys from TOMY, a “Bluey” Junior Labyrinth from Ravensburger, and the Scooter Time “Bluey” from VTech. 

Related:The LEGO Group, BBC Studios Announce New ‘Bluey’ Partnership

New partners Carrera and Hey Clay are the latest additions to the “Bluey” assortment in the toy and arts and crafts categories, with their first products expected to debut later this year. Additionally, the partnership with The LEGO Group introduces six new LEGO “Bluey” sets to appear in 2025 across the LEGO 4+ and LEGO DUPLO themes. 

“Thanks to our best-in-class brand partnerships and a strong and growing licensee base managed in collaboration with our agent, Studio 100 International, Germany is set up for further grow and success in 2025,” says Nicola Daglish, EMEA licensing manager, BBC Studios. “We expect ‘Bluey’ to have its biggest year yet across all our markets in EMEA.” 

Publishing also plays a key role in “Bluey's” success, with Penguin Random House offering over 140 titles globally. Its German division, CBJ, has achieved success with “Bluey” titles, including storybooks and activity books. “Bluey” is also a top publishing license in Spain, France, Denmark and Poland. 

Related:BBC Studios, The Walt Disney Company Announce ‘Bluey’ Movie

The news of “Bluey's” expanded licensing portfolio in the region follows the announcement of Bluey’s first feature film last month. Written and directed by “Bluey” creator Joe Brumm, the film is a Ludo Studio production in collaboration with BBC Studios. The movie is set to hit cinemas in 2027 under the Disney banner. 

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License Global

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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