‘Bluey’ Licensing Program Launches in Germany, Switzerland and Austria

New products include partyware and dress-up, classic games, outdoor toys, electrical toys, puzzles, lunch boxes, bottles, tableware and bath toys.
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License Global

May 31, 2023

Bluey season 3
Bluey season 3 stillBBC Studios

BBC Studios

has appointed Studio

100 Media

as licensing agents for “


” in GSA, with products launching this summer.

Licensees set to launch “Bluey” products in Germany, in addition to master toy partner,

Moose Toys

, include


(partyware, dress-up),


(co-branded classic games, Play-Doh), HTI Toys (large role play, cases, bubbles, outdoor toys), OTL (headphones, walkie talkies, microphones),


(puzzles, proprietary formats),


(lunchboxes, bottles, tableware) and


(Toomies bath toys).

“We are delighted to be working with the Studio 100 team, who bring a wealth of licensing experience in the preschool space in these markets,” says Gaby Dior, EMEA licensing manager, BBC Studios. “With their team of experts on board, the success of ‘Bluey’ on the Disney platform, the launch of the German language YouTube channel and strong launch plans from Moose and other partners, we are ready. I am looking forward to building the Bluey program in this key market for EMEA.”


are thrilled to handle the licensing and merchandising rights for German-speaking territories, as ‘Bluey’ is clearly the ‘next big thing’ in licensing,” says Martin Krieger, chief executive officer, Studio 100 Media. “The show has taken international audiences by storm, and we are looking forward to pairing this great property with the right licensing partners.”

See BBC Studios at

Licensing Expo

, which takes place on June 13-15 at Mandalay Bay Convention Center, Las Vegas.

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