Nelvana, Panaderia Name Licensing Agents for ‘Bluey’

BBC Studios, the distributor and licensor for children’s TV series “Bluey.” has named licensing agencies Nelvana and Panaderia for Canada and Mexico, respectively, to extend the brand’s merchandising program.  

The two companies will build on the series’ popularity in the U.S. and help expand the “Bluey” experience beyond the screen through consumer product partnerships that will build affection for the brand across North America among young fans and their families.  

“Nelvana and Panaderia are leading agencies in their respective markets with a long history of success, and we’re thrilled to collaborate with them to build the “Bluey” brand in North America,” says Suzy L. Raia, senior vice president, consumer products & business development, Americas, BBC Studios. “With these new partners on board, children across these regions will soon be enjoying a range of Bluey products and creating their own series-inspired adventures.” 

"Bluey” is already established as a delightfully charming brand with phenomenal international success," said Mellany Masterson, head, Nelvana Enterprises. "We are so pleased to partner with BBC Studios to bring the magic and joy of the series to life through fun and engaging products for Canadian kids and families." 

Helping to grow the “Bluey'' brand in Mexico and across Latin America is Murilo Hinojosa, who was recently named director of licensing, Latin America. Hinojosa is based in the U.K. and will identify territorial agents and manage brand development in other priority markets, including Brazil, Colombia, Chile, Argentina and more. 

“It’s always a challenge to find properties that grab your heart and have the content and the team to make it a success, and Bluey has it all,” says Maca Rotter, president, chief executive officer, Panaderia. “We are thrilled to partner with BBC Studios to bring “Bluey” to life for children across Mexico.” 

The debut line of “Bluey” toys from licensee Moose Toys launched in Canada in June with additional product from new licensees expected in 2022. In Mexico, Moose has appointed Bandai as distributor, and the toy line is set to debut exclusively at select Liverpool stores this fall. BBC Studios will be expanding the “Bluey” brand into softlines, hardlines, health and beauty care and more, across all territories.