Homegrown phenomenon Bluey has been enjoying a major presence at the 2023 Australian Toy, Hobby and Licensing Fair – with the brand having plenty to celebrate when it descended on Melbourne’s Convention and Exhibition Centre from 5-8 March.
BBC Studios Kids & Family – which is Bluey’s co-commissioner and global distributor, as well as running the show’s licensing programme – also revealed an expansion of the portfolio to coincide with the fair, with Arnott’s Bluey Muesli Bars entering the FMCG space.
There are two flavours – Yoghurt & Fancy Fruit and Sherbet. The bars are the third product in Arnott’s Bluey range with the Bluey Biscuit multi-packs launching in June last year, before expanding into share packs in January 2023.
Meanwhile, the fair has also played host to new products from Moose Toys including the supersized ‘Hammerbarn’ play-sets; Hunter Leisure (arts and crafts and outdoor products); Benson’s (cards and stationery); MJM (puzzles and games); VTech (interactive games); TOMY (bath toys); Headstart (ride-on toys); and newly signed partner, Jasnor (wooden toys and outdoor play).
Attendees also saw the Heeler’s backyard brought to life on the main concourse, where they were able to take a photo under the poinciana tree in the Brisbane scene with the Bluey and Bingo costume characters. Trade partners were also treated to a celebratory evening at an exclusive Bluey Showcase event on the Monday night.
In addition, Bluey was also awarded Preschool Licence of the Year for the fourth consecutive year at Sunday night’s Australian Toy Association Awards.
“We’ll be celebrating five years of the show later this year, and there’s no doubt that Bluey – just like a plucky little preschooler – is a phenomenon that Australians can be immensely proud of,” commented Kate O’Connor, Australia’s head of licensing and brands at BBC Studios. “With so many achievements already in the bag, 2023 is set to be another year of success and celebration.”
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