BBC Studios, VTech Expand Partnership for ‘Bluey’ Toys

Taking the Heeler family further into the toy aisle in 2023, BBC Studios has expanded its partnership with VTech for interactive “Bluey” role play toys.
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License Global

December 20, 2022

Bluey logo.
Bluey logo.BBC Studios

Launching in Q3 2023, the interactive range of electronic toys – including the brand’s first musical product – will feature characters from “


” and land across the U.S., Mexico, Canada, France, Belgium, Spain, U.K. and Australia. 

The series’ new range consists of “Bluey’s” Keytar, Scooter Time “Bluey,” Shake It “Bluey,” Game Time laptop and the “Bluey” Fun and Games book. 

“Following on from the highly successful launches of the electronic ‘Bluey’ book, roleplay watches and phone, in key territories this year; we are delighted to be expanding the partnership with BBC Studios,” says Andrew Barrett, director, product development, licensing, VTech. “We will be launching into more territories and extending our product offering, where we continue to focus on roleplay combined with adventurous storytelling. This fits perfectly with our ethos of play, learn and develop.” 

“Our growing partnership with VTech symbolizes a significant extension of our ‘Bluey’ franchise, joining our other multi-territory

partners such as Penguin Random House, Immediate Media, Hasbro, Stor, Crayola, Ravensburger and HTI; and complementing our outstanding master toy range from Moose Toys,” adds Julie Kekwick, head, hardlines, BBC Studios. 


Studios Kids & Family has a global broadcast deal with Disney for “Bluey” in all territories outside Australia, New Zealand and China, with the third season debuting on Disney+, Disney Channel and Disney Junior and more episodes from season three to come in 2023. 

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