BBC Studios, distributor and licensor for the animated series Bluey, is expanding its licensing program with partner renewals and new licensees. The company has renewed its licensing deals for Bluey with Spin Master, Horizon Group and Jay Franco (U.S. and Canada). Additionally, TOMY International has expanded their Bluey lines, adding the Pop Up Bluey game (Global excl. Asia).
This announcement follows the multi-year renewal deal with master toy licensee Moose Toys and recently revealed collection of 20 new Bluey Minisodes, written by Bluey creator Joe Brumm and produced by Ludo Studio. The first batch premieres on the Australian Broadcasting Corporation (ABC) in June in Australia and will start rolling out on Disney Jr. and Disney+ this July.
New partners signed to introduce Bluey products this year and 2025 in the U.S. and Canada, include:
- Bestway (HK) International – Swim and outdoor (U.S.)
- Creative Kids – Reusable dough and activity sets (U.S. and Canada)
- Flybar – Bumper cars available exclusively at Walmart (U.S.)
- Innovative Designs – Stationery (U.S.)
- KidsEmbrace – Travel car seats and push stroller trikes (U.S. and Canada)
- Mushie – Silicone infant/toddler feeding and silicone bath toys (U.S. and Canada)
- NTD Apparel – Children’s apparel (Canada via Nelvana)
- Phidal – Novelty books (U.S. and Canada)
- PI Kids, an imprint of Phoenix International Publications – Sound books (U.S. and Canada)
- Ruz USA – Seasonal décor (U.S.)
- Simple Modern – Co-branded hydration, backpacks, and lunch kits (U.S. and Canada)
- TCG Toys – Playmats and puzzles (U.S. and Canada)
- York Wallcoverings – Peel and stick wallpaper and wall decals (U.S.)
New partners signed to introduce new Bluey products in Latin America this year and 2025 include:
- 2A1 – Mall events (Brazil)
- Aldea Logistica Global S.A. – Health and beauty (Peru, Chile, Colombia, Central America, Caribbean)
- Comercial TBC – Children’s apparel and accessories (Chile, Peru)
- Creaciones Guz – Nightwear, outerwear, and swimwear (Mexico)
- Fotorama – Backpacks (Mexico)
- Grisi – Health and beauty (Mexico)
- Impulsora Arra – Footwear (Mexico)
- Intek – Backpacks and accessories (Chile)
- Lojas Riachuelo – Apparel, back-to-school, and home (Brazil)
- Luppa – Kioks collectible booklets promotion (Argentina, Brazil, Chile, Mexico, Paraguay, Peru, Uruguay)
- Pronobel – Various categories (Chile)
Bluey brand awareness and licensing portfolio continues to grow in the UK too. The Australia High Commission in the UK presented the show with its inaugural Special Recognition Award for Cultural Impact across the UK and the World last month, which coincided with the unexpected new Bluey episode called ‘Surprise’ landing on ABC and Disney+. Plus, new deals have been struck with MH Leisure for Pay to Play rides (UK) and RMS UK Interntional for Arts and Crafts (UK and Ireland). HTI Toys has broadened their Bluey range as well, adding outdoor toys (UK and Ireland).
Following success in the U.S., Character Options is distributing Bluey Mash’ems, created by Basic Fun, in the UK and the Nordics. Likewise, existing partner Jazwares will begin rolling out Bluey Squishmallows HugMees in the UK later this year. Additionally, Jazwares has also been appointed to distribute 8th Wonder’s wooden toy range for Bluey across key EMEA markets.
New signings for the UK and EMEA for softlines include Paladone for lighting and gifts and Source by Net for furniture, products are expected to launch at retail in 2025. Padma Textiles HK are on board for a multi-territory roll-out of Bluey children’s apparel for Mango Kids stores worldwide.
Other new partners signed to introduce Bluey products this year and in 2025 in EMEA, include:
- 3 Bears Food GmbH – Oat products (GAS)
- Ara Creative – Drawing kits (France)
- Educa Borras SAU – Lynx board game (Multi Territory)
- Glocal Diffusion SARL / Pelucho – Plush hot water bottle (France)
- Industrial Papelera Andina, S.L – Gift wrap (Iberia)
- JB Licenses Srl – Children’s apparel and accessories (Italy)
- Lemon Iberia LDA – Meet and greet (Portugal)
- Panini S.p.A – Collectable sticker albums (Multi Territory)
- Pepikou Decorama – Arts and crafts (France)
- Zero A Oito Edicao E Conteudos LDA – Kiosk products (Portugal)
Partners signed to introduce new Bluey products in Australia and New Zealand this year include:
- Adairs – Homewares
- Caprice – Pet
- CottonOn Kids – Children’s sleepwear
- Crossmark – Gnomes
- Hinkler – Publishing / arts and crafts
- Unicharm / Babylove – Nappy pants
- Volley – Footwear
- Yowie – Seasonal confectionary
