BBC Studios Appoints New ‘Bluey’ Brand Director

BBC Studios has announced the appointment Robin Gay as brand and marketing director for “Bluey.”

Reporting to Harriet Newby-Hill, marketing vice president, BBC Kids & Family, this new role will see Gay leading the global brand and marketing strategy for the show.

Gay’s role will involve working across all lines of business as the “Bluey” brand continues to expand internationally. He will work directly with “Bluey” regional marketing and licensing teams to build strong relationships with key partners and to implement “Bluey’s” global brand and marketing plan. Gay will also be accountable for the delivery of global campaigns that will drive new audiences to the brand and engage existing fans.

Gay has over 25 years of experience working in kids’ media as a brand and marketing expert, including working at The Walt Disney Company, leading European franchise strategy for brands such as Winnie the Pooh and Phineas and Ferb and driving Thomas and Friends to be the No. 1 boys’ preschool brand in key markets during his tenure at Mattel.

Over the years, he also worked at NBCUniversal and WarnerMedia, with his most recent role at Hasbro where he was vice president, global brand and franchise strategy for “Peppa Pig.”

“I am absolutely thrilled that Robin is joining BBC Studios to lead the brand and marketing strategy for our beloved ‘Bluey,’” says Newby-Hill. “Robin’s experience, creativity and thoughtful leadership style will be of huge value as we enter the next phase of sustained global growth for ‘Bluey.’”

“I’ve been observing ‘Bluey’ from the sidelines for quite some time and been impressed with its global growth trajectory,” says Gay. “So it is with much excitement that I’m joining the fantastic team at BBC Studios, to help drive the franchise to even greater success.”