BBC Studios Launches ‘Bluey’ Official Toys in South Korea

Play and educational range launch includes official toys, children’s books and a video game as BBC Studios bring “Bluey” characters and play experiences beyond the screen for South Korean audiences for the first time.

License Global

October 20, 2023

1 Min Read
"Bluey" Family Home Play Set, Heeler 4WD Family Car, “My Best Friend Bluey” plush toy and “Bluey” family and friends figures
"Bluey" Family Home Play Set, Heeler 4WD Family Car, “My Best Friend Bluey” plush toy and “Bluey” family and friends figuresBBC Studios

BBC Studios has launched the first official global character toys for the animated series “Bluey” in South Korea in partnership with the official distributor for South Korea ‘Sonokong.’ Following the launch of the six “Bluey” toys, BBC Studios plans to strengthen “Bluey’s” presence in South Korea with a range of play and educational content, including the launch of “Bluey” preschool books and toy packages and “Bluey: The Videogame.”

The launch includes various figures of “Bluey” family and friends, the Heeler 4WD Family Car and the “My Best Friend Bluey” plush toy. Also launching is “The Bluey Family Home Play Set,” modeled after the Heeler House.

“We’re really excited to be launching these fantastic toys to bring Bluey to life for the first time for South Korean audiences,” says Sophia Spinelli, vice president, brands and marketing, BBC Studios. “The ‘Bluey’ broadcast series is already being enjoyed in South Korean homes, and we plan to introduce a range of content and products for learning through play in the future. We have seen success in Asia with ‘Bluey’ already launched in Singapore, and we see endless possibilities for introducing not only ‘Bluey’ but also a wide range of content from BBC Studios to more markets across the region.”

Related:BBC Studios: A British Institution Goes Global

Watch: Andrew Carley, director, global licensing, BBC Studios, chats with License Global about all things “Bluey” and the rest of its versatile IP portfolio ...

Read more about:


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.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like