BBC Studios signs three new UK deals for Bluey

Published on: 20th December 2021

New product lines will come from Character Options, Danilo and Amscan and complement a growing range across the UK and EMEA.

Bluey versions of the classic toy Weebles will hit UK shelves in July 2022 as part of a new licensing deal between BBC Studios and Character Options. BBC Studios has also signed two other UK deals, with Danilo, for calendars, cards and gift stationery, and Amscan, for partyware, all based on the popular children’s TV series.

Mark Hunt, marketing director, Character Options, said: “We are delighted to be a part of the Bluey family. Weebles has heritage with iconic branding that is highly recognisable amongst parents, and we believe Bluey figures that wobble but don’t fall down will offer a play pattern that perfectly aligns with the target age group.”

Danilo product lines are set to include calendars, cards, gift wrap and sets and will launch in spring/summer 2022 while Amscan has extended its partnership with BBC Studios to include Bluey, and will have foil/latex balloons, party goods and dress up/costumes available from January 2023.

Mandy Thwaites, director, Magazines & Consumer Products, UK Division at BBC Studios, said: “Bluey has been a huge success for us in 2021, rounded off with a great performance at Christmas in the UK. We’re delighted to bring new partners on board to continue this growth and can’t wait to work with Character Options, Danilo and Amscan on exciting new products for Bluey fans.”

The new product lines complement a growing range across UK and EMEA which has been bolstered recently by licensing expansion in Italy and Greece. New products will also be launched in spring 2022 from master toy partner Moose, including talking plush toys and the Bluey caravan. Crayola is also set to launch product lines in the UK in early 2022.

Since its launch in Australia in October 2018, the series has become a global hit,  following Bluey, a six-year-old Blue Heeler dog who loves to play and turn everyday family life into extraordinary adventures.

In Australia, Bluey is the number one kids show on broadcast television in 2020 and is the most-watched series ever on ABC iview. In June 2019, BBC Studios struck a global broadcast deal with Disney to premiere Bluey in all territories outside Australia, New Zealand and Greater China; it now screens in over 60 countries. In the UK, it was the most viewed show on CBeebies in August and is also available on Disney+. In the US, across Disney Junior and Disney Channel in Q2 2021, the show was the #1 most watched TV series with kids ages 2-5.

Bluey has also won multiple awards, such as the International Emmy Kids Award in the prestigious Pre-school Category in 2020 and picked up the AACTA Award for Best Children’s Programme for three years running (2019-21). Bluey recently won four Kidscreen Awards in February 2021.

Bluey is produced by multi-Emmy award-winning Ludo Studio for ABC Kids Australia, co-commissioned by ABC Children’s and BBC Studios, and distributed internationally by BBC Studios outside of Australia.


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