BBC Studios Announces Raft of ‘Bluey’ Licensees in the U.K.

BBC Studios has announced an array of new partners for the animated preschool series “Bluey.”

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“The response to Bluey in Australia and the U.S. has been phenomenal, and we’re very excited to introduce the brand’s licensing portfolio to the U.K. hot on the heels of its arrival on Disney+,” says Rikesh Desai, licensing director, merchandise, partnerships and interactive, BBC Studios.

Global master toy licensee Moose Toys will debut “Bluey” plush and plastic toys at U.K. retail in fall 2021.

“We are thrilled to bring our toy range for the much-loved ‘Bluey’ series to fans in the U.K.,” says Lucy Wynn-Jones, licensing head, Europe, Moose Toys. “We have no doubt that the toys will be loved by kids big and small!”

Ravensburger has been appointed the licensee for jigsaw puzzles, with lines slated for release in tandem with Moose Toys hitting U.K. retail. A selection of softline partners are also lined up for the U.K., including TDP & Aykroyd for nightwear, swimwear and essentials; Dreamtex for bedding and home textiles; William Lamb for footwear and bags; and Roy Lowe & Sons for socks. These ranges will launch at retail from summer 2021 onwards. 

“With apparel lines for Bluey in Australia experiencing incredible sales, with one million items sold in the first six months of launch at retail, we see a bright future ahead for Bluey softlines in the U.K.,” says Anita Manju, senior licensing manager, softlines, BBC Studios.

BBC Studios also recently extended its deal with Penguin Random House to make it master publishing partner for “Bluey.” New books are expected to hit shelves in the U.K. during the second half of 2021. To date, more than 1 million copies of “Bluey” books published by Penguin Random House have sold in Australia.

“We are excited by the unparalleled success in Australia and look forward to creating the same sensation here in the U.K.,” says Francesca Dow, managing director, Penguin Random House U.K. Children’s. “Our wish is for all young children and families to fall in love with Bluey, as we have done.”

Additionally, Immediate Media has acquired worldwide rights for “Bluey” magazines, and its first U.K. issue is anticipated to hit newsstands beginning summer 2021.

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