BBC Studios Kids & Family Expands Bluey Licensing Program

Renewals and new deals inked across North America.

License Global

March 16, 2023

2 Min Read
“Bluey” characters.
“Bluey” characters. BBC

Just last week, License Global shared that new licensed products for the animated series, “Bluey” were hitting the market. More items are becoming available as BBC Studios Kids & Family, distributor and licensor for the IP has just announced renewals and new licensing deals across multiple consumer product categories in North America.

Apparel and accessories partner, Centric Brands, apparel partners, The Bentex Group and Handcraft, drinkware partner, Zak! Designs, and holiday décor partner, Kurt Adler, have renewed their “Bluey” licensed programs with BBC Studios Kids & Family and will continue to roll out new lines. Following the renewal last year, costumes partner, Disguise, will now add an adult costumes line for this fall. 

ASO, Children’s Apparel Network, DecoPac, Dynacraft, Gemmy, Issac Morris, NTD Apparel, Stoneridge and Thermos join the growing merchandise program in North America. The ten category-leading companies have begun to roll out new products inspired by “Bluey” and more will launch at retail throughout this year. 

“‘Bluey’ is a bona fide star with kids and families around the world and demand is high for series-inspired products,” says Suzy Raia, senior vice president, consumer products and business development, BBC Studios Americas. “We’re so pleased to team up with such amazing partners, all leaders in their respective categories, who are as committed as we are to providing fans with even more play- and joy-filled adventures that extend the ‘Bluey’ experience far and wide.” 

Related:BBC Studios Announces New ‘Bluey’ Products

Among the companies introducing “Bluey” products in the U.S. and Canada are: 

  • ASO – Decorated bandages and first aid kits (U.S.)

  • Children’s Apparel Network – Kids’ sportswear and T-shirts (U.S.)

  • DecoPac – Edible and non-edible food decorations and food decorating kits (U.S. and Canada)

  • Dynacraft – Bicycles and tricycles (U.S.)

  • Gemmy – Seasonal décor and pumpkin activities (U.S. and Canada)

  • Isaac Morris – Children’s sets, tops, T-shirts and outerwear (U.S.)

  • NTD Apparel – Kids’ packaged underwear (Canada)

  • Stoneridge – Bicycles, scooters and skates (Canada)

  • Thermos - FUNtainer hydration bottles and food jars (U.S. and Canada)

“Bluey’s Big Play The Stage Show” is touring the U.S. for the first time and “Bluey’s” second album, “Bluey: Dance Mode,” featuring 17 new tunes from across all three series, was announced and will be available worldwide on April 21. 

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About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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