BBC Studios appoints new licensing agencies Nelvana and Panaderia for ‘Bluey’


BBC Studios, the distributor and licensor for the international preschool sensation Bluey, has named top licensing agencies Nelvana and Panaderia for Canada and Mexico respectively to extend the brand’s successful merchandising program. The two companies will build on the series’ popularity in the U.S. and help expand the Bluey experience beyond the screen through meter-moving consumer product partnerships that will build affection for the brand across North America among young fans and their families.

BBC Studios SVP, consumer products and business development Suzy L. Raia said, “Nelvana and Panaderia are leading agencies in their respective markets with a long history of success, and we’re thrilled to collaborate with them to build the Bluey brand in North America.With these new partners on board, children across these regions will soon be enjoying a range of Bluey products and creating their own series-inspired adventures.”

Nelvana Enterprises head Mellany Masterson said, “Bluey is already established as a delightfully charming brand with phenomenal international success,we are so pleased to partner with BBC Studios to bring the magic and joy of the series to life through fun and engaging products for Canadian kids and families.”

Panaderia president and CEO Maca Rotter said, “It’s always a challenge to find properties that grab your heart and have the content and the team to make it a success, and Bluey has it all,we are thrilled to partner with BBC Studios to bring Bluey to life for children all across Mexico.”

Helping to grow the Bluey brand in Mexico and across Latin America is Murilo Hinojosa, who was recently named director of licensing, Latin America. Hinojosa is based in the UK and will identify territorial agents and manage brand development in other priority markets, including Brazil, Colombia, Chile, Argentina, and more.

The debut line of Bluey toys from global master toy licensee Moose Toys launched in Canada in June 2021 with additional product from new licensees expected in 2022. In Mexico, Moose has appointed Bandai as distributor, and the toy line is set to debut exclusively at select Liverpool stores this fall. BBC Studios will be expanding the Bluey brand into softlines, hardlines, health and beauty care, and more, across all territories.

A huge success on-screen and on-shelf from the beginning, Bluey continues to achieve honors for its toy range, collecting awards in Australia and the U.S., among them from the Australian Toy Association for Preschool License of the Year at the Australian Toy Awards two years in a row (2019, 2020); Parents Magazine’s Best Toy of 2020; and Amazon’s Toys We Love (2020); among others. In addition, NPD Group named Bluey a Top five Infant/Toddler/Preschool License.

Bluey is a multi-award-winning children’s series that has taken Australia and the U.S. by storm and is now available in more than 60 markets, charming audiences across the globe. Loved by parents and children for its heartfelt portrayal of family life and celebration of play, the series follows Bluey, a 6-year-old Blue Heeler dog, who loves to play and turns everyday family life into extraordinary adventures that unfold in unpredictable and hilarious ways, bringing her family, friends and community into her world of fun.

Jointly commissioned by BBC Studios & ABC Children’s, Bluey is produced by multi-Emmy award-winning Ludo Studio. The series is distributed internationally by BBC Studios outside of Australia. Bluey currently airs in Canada on Disney Junior, Disney Channel and Disney+. In Mexico, the series can be seen on Disney Junior, Disney+ as well as Azteca 7, the country’s free-to-air network.

 BBC Studios has a global broadcast deal with Disney for Bluey and recently announced that the third season will debut on Disney Channel, Disney Junior and Disney+ in all territories outside of Australia, New Zealand and China.