“Bluey” is expanding its licensing program in the U.S., Canada and LatAm.

License Global

May 19, 2022

5 Min Read
"Bluey" characters.
"Bluey" characters.BBC Studios

“Bluey’s” licensing program has expanded with new licensees. 

In the U.S. and Canada BBC Studios has shared new details on deals with Ball Bounce & Sport, Hedstrom, Berkshire Fashions, Centric Beauty, Daytime Enterprises, Disguise, Fathead, Heys International, Horizon Group, Mad Engine and Party City Holdings for a range of new products spanning multiple key categories rolling out to retailers across the U.S. and Canada this spring. 

“Love for ‘Bluey’ continues to soar all across the globe, and we’re excited to be teaming up with each of these category-leading companies to provide many new ways for preschoolers and their families to experience the fun and imaginative adventures that make the series such a standout,” says Suzy Raia, senior vice president, consumer products and business development, BBC Studios Americas. “Consumer demand for ‘Bluey’ products is very strong and we look forward to working with these partners to develop offerings that will enhance fans' connection to the brand every day.” 

To further extend the footprint of the global hit through Latin America, BBC Studios appointed as its licensing agents Panaderia for Mexico, Lotus Global for Brazil and Tycoon for South and Central America (excluding Mexico and Brazil).  

In Mexico, the “Bluey” licensing program keeps expanding into other categories following Bandai’s toy launch last year. Starting this June and extending into the fall, new licensed assortments ranging from party goods to apparel and publishing will launch in Mexico with Granmark, Ruz, Stor, Union Kids, Novelty Corp and Penguin Random House. 

The “Bluey” toys produced by global master toy licensee Moose Toys are distributed locally by Candide in Brazil and are expected to launch in Q3 2022. Apparel, accessories, publishing and party items will follow to market in time for Christmas. Later this year, more “Bluey” products will be distributed locally by Imexporta in Chile and Peru; Caffaro in Argentina and Boing Toys in Colombia, Ecuador, Peru, Bolivia, Paraguay, Uruguay, Central America and the Caribbean islands. 

In the series’ homeland, Australia, 2022 kicked off with an “Only On Airbnb” partner experience which saw the Heeler home recreated “for real life” in Brisbane and was followed up with announcements that “Bluey” is the first ever Australian brand to partner with Colgate and that the Aussie-made stage show would be touring the U.S. following an Australian run - with more major announcements to come soon in the FMCG space.  

“Australia is the home of ‘Bluey’ and fans here are absolutely buzzing about the new June episodes,” says Kate O’Connor, licensing and brands head, BBC Studios ANZ. “The second half of 2022 will bring more exciting Bluey news that we can’t wait to surprise our fans with!” 

Earlier this year Crayola released products in the U.K. Building on this success, BBC Studios are announcing new deals with 8th Wonder (wooden toys), Spin Master (wooden puzzles – extending their U.S. range into the U.K.), Moonpig (cards and gifting), Drew Pearson (accessories) and an expanded deal with Ravensburger in the U.K. and EMEA. 

“8th Wonder are delighted to be working with BBC Studios on such a prestigious property,” says Louise Tyrer, managing director, 8th Wonder. “The ‘Bluey’ wooden toy range will be fun, educational and produced using FSC certified wood. All product and packaging will be designed with sustainability in mind. With more than 25 years’ experience creating distinctive, innovative wooden toys we look forward to delivering an award-winning range through this fantastic brand.” 

In addition, BBC Studios has just signed a new pan-European deal (inc. U.K.) with HTI Toys for large role play, cases, bubbles and outdoor toys. 

“We are thrilled to be partnering with BBC Studios once again on another hugely popular preschool show,” says Alison Downie, global licensing and brand director, HTI Group. “’Bluey’ will be made very welcome here at HTI Toys and we are excited to develop a range of toys that complement ‘Bluey’s’ love of play.” 

Other partners launching products in the U.K. this year include: 

  • Character Options – Weebles and arts and crafts;

  • Danilo – calendars, cards and gift stationery;

  • H&A – health & beauty;

  • MV Sports – wheeled toys;

  • Stor – lunchboxes, bottles and tableware and

  • William Lamb – footwear and bags

“Bluey” continues to grow its licensing program in EMEA and existing licensee Ravensburger has signed a new agreement with BBC Studios to cover France, Italy and Nordics and to expand its range of products in the U.K. including the introduction of proprietary games including Memory and Labyrinth. 

“We are delighted to extend our U.K. and Ireland contract for Bluey to France, Italy and the Nordic markets and to extend our very long standing and excellent partnership with BBC Studios,” says Tim Hall, managing director, Ravensburger. “We launched ‘Bluey’ in the U.K. last autumn/winter and our puzzles were immediately best sellers in all the accounts where they are listed and that success continues to build. ‘Bluey’ is a special property that young children and their parents adore. We look forward to further growth in the U.K. and Ireland and establishing the property in the new territories.” 

BBC Studios has also newly appointed Mediogen as licensing agents for Israel; joining CLM (South Africa), France tv distribution (France), Maurizio Distefano Licensing (Italy), Partner Plus (Greece) and Plus Licens (Nordics, Baltics and CEE). 

New “Bluey” licensees in EMEA include: 

  • Diramix – stickers, sticker albums and cards (Italy)

  • Dolfin – seasonal confectionery (Italy)

  • Dulcop – bubbles (Italy)

  • Educa Borras – wooden puzzles and arts and crafts (France)

  • Grabo – balloons (Italy)

  • Graffiti – back to school and stationery (Greece)

  • Halantex – home textiles (Italy)

  • HTI Toys – large role play, cases, bubble toys and outdoor toys (pan-Europe inc. U.K.)

  • Liniex – scooters and scooter accessories (Nordics)

  • Multiprint – stamps, stationery sets and coloring sets (Italy)

  • Ravensburger – puzzles and games inc. Memory and Labyrinth (France, Italy and Nordics)

  • Showagent – meet and greet (Nordics)

  • Skybrands – apparel and home (Nordics)

 BBC Studios is exhibiting at Licensing Expo 2022. Find out more information here.

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About the Author(s)

License Global

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