BBC Studios Expands ‘Hey Duggee’ Portfolio

New deals and renewals have been announced for the property.

License Global

January 22, 2021

3 Min Read

BBC Studios has announced it has renewed licensing deals with “Hey Duggee” toy partners Golden Bear and 8th Wonder. The new deals will see the launch of new “Hey Duggee” children’s toys in the U.K. this year.

BBC Studios also shared a raft of new partners for “Hey Duggee,” including HTI for a range of bubbles, outdoor, electronic musical instruments and character cases and Fiddes Payne for home baking. “Hey Duggee” also has its first confectionery product with Kinnerton launching at Easter.

“It’s a real joy to start 2021 by renewing licensing agreements with two hugely valued partners and adding further great new deals to our ‘Duggee’ portfolio,” says Julie Kekwick, senior licensing manager, BBC Studios. “I’m excited for parents and kids to experience and enjoy the incredible selection of new ‘Hey Duggee’ products on offer this year.”

2021 will see the launch of an extensive new range of “Hey Duggee” toys from Golden Bear as part of its licensing partnership with BBC Studios. Hero SKUs will include bathroom play products Toothbrush & Handwashing Time with Duggee and Duggee’s Light Show River Boat; toys aimed at aiding the expression of emotions, mindfulness and focus, such as My Best Friend Duggee Soft Toy and Duggee Hug Squirrel Club Soft Toy; and toys designed to inspire creativity, such as the Interactive Club House and the Spin & Groove DJ Duggee.

“‘Hey Duggee’ is a phenomenal success and an iconic brand with a hugely prominent position in the U.K. toy market,” says Barry Hughes, managing director, Golden Bear Products. “We’re delighted to continue our long-term partnership with BBC Studios and drive forward into 2021 with a stellar range of new products to excite both children and parents. The new lines deliver a strong and appealing choice to consumers and they translate the learning benefits and quirky and humorous nature of this amazing show.”

In February, 8th Wonder will launch further “Hey Duggee” educational toys at retail, such as the “Hey Duggee” Word Match and Spell. The licensee will also launch products in new categories like games, arts and crafts and outdoor, such as the “Hey Duggee” Tumbling Tower game and a three-in-one “Hey Duggee” Table Top Easel. BBC Studios first partnered with 8th Wonder in 2018, launching a wooden toy range with the specialist design studio and manufacturer.

“We’re delighted to have agreed a renewal with BBC Studios for ‘Hey Duggee,’” says Louise Tyrer, sales director, 8th Wonder. “‘Hey Duggee’ has been our top performing brand and a brand the whole team is passionate about. 2021 will see our range expand further to circa 25 lines and we are pleased to introduce some new, higher price points and categories. This will strengthen the overall brand position and help our growth ambition. 2020 was a fantastic year for us and we have seen significant growth. The icing on the cake was for our ‘Hey Duggee’ wooden toy range to be nominated in the best toy category at the licensing awards, a fantastic end to 2020 and something the whole team is proud of.” 

“Hey Duggee” has an extensive licensing portfolio in the U.K. Its current partners include:

  • Trends for electronic learning toys;

  • Ravensburger for puzzles and games;

  • Finsbury for celebration cakes;

  • Aykroyd and TDP for daywear, nightwear, swimwear and essentials;

  • Fashion U.K. and Dennicci for daywear; Dreamtex for Bedding;

  • Roy Lowe & Sons for socks;

  • William Lamb for footwear and bags;

  • Drew Pearson for accessories;

  • Amscan for party and dress-up;

  • Danilo and Moonpig for greetings cards;

  • DNC for dining and hydration;

  • Penguin for publishing; and

  • Scary Beasties for apps.

“Hey Duggee,” a Studio AKA production with BBC Studios, is available on BBC iPlayer, Netflix, Apple iTunes and Google Play, and its official YouTube channel has more than one billion lifetime views and nearly 800,000 subscribers.

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About the Author(s)

License Global

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