BBC Studios expands Bluey global licensing programme

Published on: 19th May 2022

The expanded licensing programme for Bluey includes five new UK licensing deals following success with Moose, Ravensburger and Crayola.

Emmy award-winning sensation Bluey, which has been winning over preschoolers and families worldwide, is expanding its licensing programme with new partners.

These licensing agreements follow closely on the heels of the announcement of BBC Studios’ new global partnership with Hasbro for co-branded Monopoly Jr. and Trouble games along with Play-Doh. VTech has also announced details of its Bluey products which are set to go on sale this year in the US, Canada, Australia and UK with New Zealand and France to follow.

Widely lauded by parents and press alike for its heartfelt and funny portrayal of family life and celebration of play, Season three of Bluey debuted on ABC TV in Australia in November 2021 and is set to be released globally on Disney platforms later this year.

Bluey is hugely popular with audiences in the UK, where it was the most-watched programme on CBeebies for Q1 2022, with toys from both Moose Toys and Ravensburger making Bluey one of the hottest brands since its launch at retail last year, gaining the title of No.1 new pre-school toy brand in 2021 according to NPD data.

Earlier this year, Crayola released products in the UK, with sales already exceeding expectations. Building on this success, BBC Studios is announcing new deals with 8th Wonder (wooden toys), Spin Master (wooden puzzles – extending the US range into the UK), Moonpig (cards and gifting), Drew Pearson (accessories) and an expanded deal with Ravensburger in the UK (including proprietary games including Memory and Labyrinth).

“8th Wonder is delighted to be working with BBC Studios on such a prestigious property. The Bluey wooden toy range will be fun, educational and produced using FSC certified wood, and all product and packaging will be designed with sustainability in mind,” said Louise Tyrer, managing director, 8th Wonder. “With over 25 years’ experience creating distinctive, innovative wooden toys, we look forward to delivering an award-winning range through this fantastic brand,”

BBC Studios has also just signed a new pan-European deal (inc. UK) with HTI Toys for large role play, cases, bubbles and outdoor toys.

Alison Downie, Global Licensing and Brand director for HTI Group, commented: “We are thrilled to be partnering with BBC Studios once again on another hugely popular pre-school show. Bluey will be made very welcome here at HTI Toys and we are excited to develop a range of toys that complement Bluey’s love of play.”

Bluey continues to grow its licensing program in EMEA and existing licensee Ravensburger has signed a new agreement with BBC Studios to cover France, Italy and Nordics.

“We are delighted to extend our very long standing and excellent partnership with BBC Studios,” added Tim Hall at Ravensburger. “We launched Bluey in the UK last autumn/winter and our puzzles were immediately best sellers in all the accounts where they are listed and that success continues to build. We look forward to further growth in the UK and Ireland and establishing the property in the new territories.”

Further partners launching products in the UK this year include:

Character Options – Weebles and arts & crafts
Danilo – calendars, cards and gift stationery
H&A – health & beauty
MV Sports – wheeled toys
Stor – lunchboxes, bottles and tableware
William Lamb – footwear and bags


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