VTech on Board as 'Bluey' Licensing Partner

BBC Studios has agreed to a multi-territory licensing deal with VTech to produce electronic role-play toys, further expanding its global licensing portfolio for the children's TV property "Bluey."

"We are delighted to be partnering with BBC Studios on this beautifully crafted show," says Andrew Barrett, director, product development and licensing, Vtech. "Its focus on imaginative play combined with adventurous storytelling fits perfectly with our ethos of play, learn and develop."

VTech's initial range for Bluey will include electronic books, role play watches and a phone. The product will launch at retail in Australia and the U.S. for Q3 2022, followed by future rollouts in the U.K., France, Canada and New Zealand.

"Our new partnership with VTech symbolizes a significant extension of our Bluey franchise, joining our other global partners such as Penguin Random House and complementing the highly successful Moose Toys, master toy range," says Julie Kekwick, senior licensing manager, BBC Studios.