LICENSING NEWS

Crayola enters into new Bluey partnership

Published on: 6th October 2021

The deal covers the US, Canada, Australia and New Zealand as well as the UK where the Bluey range will be available in January 2022.

Crayola has signed a multi-territory licensing deal for stationery, arts, crafts and colouring packs, further expanding the global licensing portfolio for multi-award-winning property, Bluey.

The first products to hit the shelves will be Giant Colouring Pages which will be available at Walmart in the US in time for the holiday season.

In addition to the US, the licensing deal covers Canada, Australia and New Zealand as well as the UK, where the range will be launched in January 2022.

Warren Schorr, vice president, Business Development and Global Licensing, Crayola said: “Crayola has inspired artistic creativity in children for more than 100 years. We know that parents value creative and imaginative play, which we can enable and enhance by offering the best products with the best partners. Our partnership with BBC Studios for Bluey colouring and activity products will showcase our mission.”

Suzy Raia, senior vice president, Consumer Products and Business Development, BBC Studios Americas, added: “Crayola is a natural fit and extension of Bluey’s brand, promoting creativity and imaginative play for pre-school children. I know children and their parents will be delighted to see these brands come together.”

Crayola joins a growing roster of top tier Bluey licensees which includes Moose Toys, Penguin Random House, VTech and Stor.

The series follows Bluey, a six-year-old Blue Heeler dog who loves to play and turn everyday family life into extraordinary adventures that unfold in unpredictable and hilarious ways, bringing her family, friends and community into her world of fun.

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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