BBC Studios is enhancing its already successful licensing programme in EMEA for Bluey.
The hit preschool show is set to release its first feature film in 2027. Plus, six new Bluey products within the LEGO 4+ and LEGO DUPLO product lines will launch at retail later this year.
The multiple award-winning animation airs in over 140 territories, and licensed products are available in over 65 markets with 450 licensees globally.
Bluey is a top performing preschool show across EMEA – it is the number one preschool show on Disney Channel in Germany and is the number one kids show on CBeebies and Disney+ in the UK.
In Germany, the brand is expanding with new licensing partners including 3Bears, Tex Idea, Fashion UK Germany, License Factory, Von.tz, Capelli Europe, Panini Stationery, and Schwager & Steinlein, with more to be announced.
Consumer demand for Bluey in fashion retail also continues to grow. New Bluey collections have been launched in Zara and Mango in 2024, with more expected this year. H&M is meeting fan demand with additional mini collections in SS25. Apparel ranges have also been introduced in OVS in Italy, Ackermans in South Africa, and Ofek Hol Yam in Israel.
Bluey has quickly become a leading preschool property in Germany’s toy market, as Bluey is the number five bestselling property in Preschool Figure/play-sets & Accs subclass in Germany in YTD November 2024, according to Circana. Supported by master toy partner Moose Toys, the brand has shown consistent growth.
Moose Toys Germany and BBC Studios are expanding the product portfolio with new launches, including TileTown magnetic sets, Bluey Hide & Seek games, and products supporting the Let’s Play Chef 2025 campaign. Other global partner toy lines are also expanding, with new Bluey bath toys from TOMY, a Bluey Junior Labyrinth from Ravensburger and the Scooter Time Bluey from VTech.
New partners Carrera and Hey Clay are the latest additions to the Bluey assortment in the toy and arts and crafts categories, with the first products expected to debut later this year. Additionally, the partnership with The LEGO Group introduces six new LEGO Bluey sets to appear in 2025 across the LEGO 4+ and LEGO DUPLO themes, inspired by the TV series.
“Thanks to our best-in-class brand partnerships, and a strong and growing licensee base managed in collaboration with our agent Studio 100 International, Germany is set up for further grow and success in 2025,” commented Nicola Daglish, BBC Studios EMEA licensing manager. “We expect Bluey to have its biggest year yet across all our markets in EMEA.”
Publishing also plays a key role in Bluey’s success, with Penguin Random House offering over 140 titles globally. Its German division, CBJ, has achieved strong sales with Bluey titles, including storybooks and activity books.
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