BBC Studios Expands ‘Bluey’ Licensing Deals

Product categories include arts & crafts, homewares, apparel and more.

License Global

May 20, 2024

3 Min Read
Bluey, Ludo Studio
"Bluey"Ludo Studio

BBC Studios, distributor and licensor for “Bluey,” is once again expanding its licensing program with partner renewals and new licensees. The company has renewed its licensing deals for Bluey with Spin Master, Horizon Group and Jay Franco (U.S. and Canada). Additionally, TOMY International has expanded its Bluey lines, adding the Pop Up Bluey game (Global excl. Asia).

This announcement quickly follows the multi-year renewal deal with master toy licensee Moose Toys.

“‘Bluey’ is a sensation around the world, and demand for series-inspired products continues to soar,” says Suzy Raia, senior vice president, consumer products and business development, BBC Studios. “With such a popular brand, we’ve been able to secure the best partners in every category who develop truly outstanding products that provide fans with more fun-filled ways to immerse themselves in Bluey’s world.”

New partners signed to introduce Bluey products this year and 2025 in the U.S. and Canada, include:

  • Bestway (HK) International: Swim and outdoor (U.S.)

  • Creative Kids: Reusable dough and activity sets (U.S. & Canada)

  • Flybar: Bumper cars available exclusively at Walmart (U.S.)

  • Innovative Designs: Stationery (U.S.)

  • KidsEmbrace: Travel car seats and push stroller trikes (U.S. & Canada)

  • Mushie: Silicone infant/toddler feeding and silicone bath toys (U.S. & Canada)

  • Phidal - Novelty books (U.S. & Canada)

  • PI Kids, an imprint of Phoenix International Publications – Sound books (U.S. & Canada)

  • Ruz USA: Seasonal décor (U.S.)

  • Simple Modern: Co-branded hydration, backpacks, and lunch kits (U.S. & Canada)

  • TCG Toys: Playmats and puzzles (U.S. & Canada)

  • York Wallcoverings: Peel & stick wallpaper and wall decals (U.S.)

Related:BBC Studios Renews Multiyear Deal with Moose Toys For ‘Bluey’

New partners signed to introduce new Bluey products in Latin America this year and 2025 include:

  • 2A1: Mall events (Brazil)

  • Aldea Logistica Global S.A.: Health and beauty (Peru, Chile, Colombia, Central America, Caribbean)

  • Comercial TBC: Children’s apparel and accessories (Chile, Peru)

  • Creaciones Guz: Nightwear, outerwear and swimwear (Mexico)

  • Fotorama: Backpacks (Mexico)

  • Impulsora Arra: Footwear (Mexico)

  • Intek: Backpacks and accessories (Chile)

  • Lojas Riachuelo: Apparel, back-to-school and home (Brazil)

  • Luppa: Kioks collectible booklets promotion (Argentina, Brazil, Chile, Mexico, Paraguay, Peru, Uruguay)

  • Pronobel: Various categories (Chile)

New deals have been struck with MH Leisure for Pay to Play rides (U.K.) and RMS UK International for Arts & Crafts (U.K. & Ireland). HTI Toys has broadened its Bluey range as well, adding outdoor toys (U.K. & Ireland). Existing partner Jazwares will begin rolling out Bluey Squishmallows HugMees in the U.K. later this year. Additionally, Jazwares has also been appointed to distribute 8th Wonder’s wooden toy range for “Bluey” across key EMEA markets.

New softline signings for the U.K. and EMEA include Paladone for lighting and gifts and Source by Net for furniture. Products are expected to launch at retail in 2025. Padma Textiles HK is on board for a multi-territory roll-out of Bluey children’s apparel for Mango Kids stores worldwide.

Other new partners signed to introduce Bluey products this year and in 2025 in EMEA, include:

  • 3 Bears Food: Oat products (GAS)

  • Ara Creative: Drawing kits (France)

  • Educa Borras: Lynx board game (Multi Territory)

  • Glocal Diffusion SARL / Pelucho: Plush hot water bottle (France)

  • Industrial Papelera Andina,: Gift wrap (Iberia)

  • JB Licenses: Children’s apparel & accessories (Italy)

  • Lemon Iberia: Meet & greet (Portugal)

  • Panini: Collectable sticker albums (Multi Territory)

  • Pepikou Decorama: Arts & crafts (France)

  • Zero A Oito Edicao E Conteudos: Kiosk products (Portugal)

Partners signed to introduce new Bluey products in Australia and New Zealand this year include:

  • Adairs: Homewares

  • Caprice: Pets

  • CottonOn Kids: Children’s sleepwear

  • Crossmark: Gnomes

  • Hinkler: Publishing / Arts & crafts

  • Unicharm / Babylove: Diaper pants

  • Volley: Footwear

  • Yowie: Seasonal Confectionary

The eagerly anticipated Bluey’s World is set to open in Brisbane, Queensland, Australia on Nov. 7. The Bluey’s World immersive experience features real-life sets, recognizable scenes, and beloved characters and games from the show.

Following toy launches in Singapore, Malaysia and South Korea in 2023, Bluey toys licensed by Moose Toys are hitting shelves in the Philippines for the first time, distributed locally by Ban Kee Trading. 

About the Author(s)

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