VTech extends global Bluey licensing deal

BBC Studios has expanded its multi-territory licensing deal with VTech to produce interactive electronic role-play toys for Bluey.

VTech’s 2023 range for Bluey will feature popular characters from the global hit TV show and new lines include its first musical product Bluey’s Keytar, and innovative proprietary formats such as Scooter Time Bluey, Shake It Bluey, Game Time Laptop and LeapFrog LeapStart (known as MagiBook in the EU) Bluey Fun and Games book.

Product is planned to launch at retail in the US, Mexico, Canada, France, Belgium, Spain, UK and Australia from Q3 2023.

“Following on from the highly successful launches of the Bluey electronic book, roleplay watches and phone, in key territories this year; we are delighted to be expanding the partnership with BBC Studios,” commented Andrew Barrett, director of product development and licensing at VTech. “We will be launching into more territories and extending our product offering, where we continue to focus on roleplay combined with adventurous storytelling – this fits perfectly with our ethos of play, learn and develop.”

Julie Kekwick, head of hardlines at BBC Studios, added: “Our growing partnership with VTech symbolises a significant extension of our Bluey franchise, joining our other multi-territory partners such as Penguin Random House, Immediate Media, Hasbro, Stor, Crayola, Ravensburger and HTI; and complementing our outstanding master toy range from Moose Toys.”

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