BBC Studios Expands ‘Hey Duggee’ Toy Range

BBC Studios has announced it has struck a deal with MV Sports, a U.K. designer in licensed wheeled toys. MV Sports will produce a range of “Hey Duggee” branded scooters, ride-ons and bikes. The first wave of product will launch at retail this fall.  Additionally, existing “Hey Duggee” toy partner HTI will launch a new role play range in 2022.

“We are delighted to be partnering with BBC Studios on ‘Hey Duggee!’” says Phil Ratcliff, joint managing director, MV Sports. “With an exceptional time slot on CBeebies, outstanding BBC iPlayer ratings and a history of strong toy sales, ‘Hey Duggee’ is showing all the signs of becoming a classic. Loved by both parents and children alike, ‘Hey Duggee’ has the perfect awareness profile for strong and sustained wheeled and outdoor toy sales.”

HTI were brought on board earlier this year to create a range of licensed “Hey Duggee” outdoor toys, including The Bubble Flurry, Bubble Bucket and patio chairs. Other “Hey Duggee” categories due to launch later this year courtesy of HTI include character shaped cases, which include a medical set and stampers of character and a range of musical instruments. HTI will continue to invest in its “Hey Duggee” role play toy range, with more tooled products set to launch in 2022 and beyond. 

Additionally, Hey Duggee European toy partners have recently been secured for both France and Spain, with launches planned for later this year.

“I am thrilled to have MV Sports and HTI on board,” says Julie Kekwick, senior licensing manager, BBC Studios. “Their products reflect ‘Hey Duggee’s’ core brand essence of encouraging imaginative play and fun outdoor adventure and I’m in no doubt fans will love them. The ever-increasing popularity of the show is reflected in sales of licensed consumer products. NPD recently reported ‘Hey Duggee’ toy sales doubling year on year in the first 3 months of 2021. This success can be attributed to our Master Toy partner Golden Bear seeing U.K. Trade sales grow by 97 percent in 2020 and an order book showing an increase of 70 percent so far in 2021.”