Popular pre-school property Bluey will cover key categories for the business including role-play, cases, bubbles and patio sets.

Pre-school favourite Bluey is joining HTI Toys‘ licensed toy portfolio after the company signed a new three-year deal with BBC Studios for UK and European territories.

The animated Emmy Award winning show was crowned the number one pre-school toy property in 2021 and the new licence follows the success of HTI’s Hey Duggee range of toys, also based on a BBC Studios-managed property.

With the demand for wooden and sustainable toys growing exponentially, the 2023 Bluey ranges from HTI will include large wooden role-play toys, including a mud kitchen and BBQ set, and a range of Bluey themed bubbles products including Bluey branded solution bottles which will be made at HTI’s UK-based factory. Affirming the show’s values of imagination and play, the summer collection also extends to Bluey patio sets, with further innovative products in the pipeline for the busy autumn/winter season.

Alison Downie, global licensing and brand director for HTI Group (pictured), said: “We are thrilled to be partnering with BBC Studios once again. With HTI holding existing licences for several other hugely popular shows in the pre-school market, it seemed natural for us to partner with BBC Studios for Bluey.

“Bluey and her family will be made very welcome here in Lancashire and we are excited to be creating new adventures for this inexhaustible character by developing a range of toys that complement Bluey’s love of play”.

Julie Kekwick, head of Licensing – Hardlines, BBC Studios, said: “We are delighted to work with HTI on Bluey and to build on our successful partnership for Hey Duggee. This agreement will bring a fantastic new range of fun and playful products to the UK and Europe and we can’t wait to share them with fans.”