Tomy Signs New Global ‘Bluey’ Partnership with BBC Studios For Toomies

Animated Blue Heeler pup will feature on a new range of Toomies bath toys.
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License Global

January 30, 2023

A "Bluey" Toomies bath toy.
A "Bluey" Toomies bath toy. Tomy

BBC Studios

has entered a global partnership with TOMY International to grow its licensed toy category with the addition of children’s TV property, “



The animated Blue Heeler pup will feature on a new range of Toomies bath toys, launching with a line based on the popular Sing and Swim format. Swimming “Bluey” is planned to go on sale in the U.S., Canada, U.K. and Australia from Q3, with further EMEA rollout next year. 

“We are delighted to be partnering with BBC Studios to bring the ‘Bluey’ fun to life, adding a little TOMY magic thanks to our Toomies Bath Toy line,” says Morgan Weyl, managing director, licensing and global development,


. “Our unique and innovative approach to bath time embraces this important family moment and further matches Bluey’s depiction of everyday family life. We are proud to welcome ‘Bluey’ into our family and look forward to showcasing her at upcoming trade shows.” 

“I’m delighted that TOMY has joined our growing stable of best-in-class partners as part

of our global ‘Bluey’ licensing program,” says Julie Kekwick, head, hardlines, BBC Studios. “The focus for us has always been about working with leading licensees who share our values and commitments to quality, sustainability and learning through play. We hope that fans will enjoy these wonderful products that bring fun to bath time!” 

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