New UK licensing deals for BBC Studios’ top dogs Bluey and Hey Duggee

Published on: 28th February 2022

Deals include Bluey and Hey Duggee wheeled toys from MV Sports plus a Bluey arts and crafts range from Character Options.

New deals will see both properties expand in the UK and follow the recent announcement of agreements with Amscan, Character Options and Danilo for Bluey.

Mandy Thwaites, director, Magazines & Consumer Products, UK Division at BBC Studios, commented: “We’ve been extremely busy behind the scenes with Bluey and Hey Duggee and it’s great to see the interest both properties are generating. Personally, it was a real highlight to attend London Toy Fair and we had so many lovely conversations about the brands. It’s clear that our top dogs have great appeal across pre-school audiences, and people really connect to their warmth, inclusivity and humour.”

Mandy added that MV Sports has been ‘a wonderful partner for Hey Duggee wheeled toys’ and shared that the company will be extending its range as well as now launching Bluey products in the UK. Further Character Options arts and crafts product lines for Bluey have also been unveiled, in addition to the deal announced in December.

“I’m delighted to hear that Bluey has been confirmed as the No.1 new property in the UK,” she added. “The buzz around the brand is phenomenal; it’s really capturing the hearts of the public, and we’re having so many fascinating conversations with potential and existing partners about what we can do to create innovative, sustainable and engaging products for fans of the show.”

MV Sports will produce a range of Bluey branded bikes, trikes, scooters, ride-ons and accessories in addition to its existing Hey Duggee wheeled toys collection, which is set to expand. Phil Ratcliffe, joint managing director, MV Sports, said: “We are delighted to be working on such a prestigious pre-school property. Bluey already has a very strong pedigree of sales in other markets which we hope will be exceeded in the case of our UK range of wheeled toys.”

For more on all the ranges which MV offers, visit the website here.

In addition to the recently announced deal for Bluey licensed Weebles toys, BBC Studios has agreed a licence for Character Options to produce activity-based arts and crafts products including colour-your-own backpacks, tabletop easels, craft sets, paint-up plaster figure sets and scribblers. The new arts and crafts range is set to launch in Autumn/Winter 2022. Full details will be on the Character Options website in due course.


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