BBC Studios expands licensing programme for ‘Bluey’ with five new partners

BBC Studios, the distributor and licensing agent for the international hit preschool show, Bluey, is expanding the brand’s consumer products offerings with five new licensing partners that will bring even more series-inspired fun to children across the country. 

A hit animated series with the U.S. audiences since its fall 2019 premiere, Bluey (available on Disney Channel, Disney Junior and Disney+) has won over fans across the country with its debut range of toys from Moose Toys and books from Penguin Random House. Now, the popular brand is poised to make an even bigger imprint at retail this year with new introductions from The Bentex Group, Spin Master, Jay Franco, Kurt Adler, and Zak Designs.

The new best-in-class Bluey partners and their specialisations include: 


Bentex Kids Tshirts

The Bentex Group – Apparel, including toddler boys’ and girls’ t-shirts (now available on Amazon) 

Spin Master – Puzzles and games (available beginning fall 2021)

Jay Franco – Bedding, home décor, bath textiles, and accessories (available beginning fall 2021)

Zak Designs – Dining/melamine (available beginning fall 2021) 

Kurt Adler – Holiday décor (available holiday 2021)

Commenting on the expansion, BBC Studios Consumer Products and Business Development VP Suzy Raia stated, “Bluey, Bluey, Bluey! The brand is picking up real momentum in the U.S. off the back of the series success on Disney platforms, and the debut line of toys and books. The upcoming line of products from our new best-in-class partners are poised to help families build upon their Bluey-inspired adventures together. We hope parents are eager to expand the Bluey presence in their home – it’s truly a show that continues to resonate with families and that parents are eagerly embracing.”

Bluey is a multi-award-winning Australian children’s series that has taken Australia and the U.S. by storm and is charming audiences around the globe. Loved by parents and children for its heartfelt and funny portrayal of family life and celebration of play, the series follows Bluey, a six-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.

Spin Master Puzzle

In June 2019, BBC Studios inked a global broadcast deal with Disney to premiere Bluey on Disney Junior and Disney+ in all territories outside Australia, New Zealand, and Greater China including Taiwan. Bluey arrived stateside with an impressive pedigree and reached 16 million total views across Disney Channel and Disney Junior in Q4 2019. Q1 2020 marked Bluey as a ‘Top Six Disney Junior’ series with kids and girls two to five, and a Top Five Series with boys two to five. Across Disney Junior and Disney Channel in Q1 2020, the series reached 15.6 million individuals over the age of two, reaching 21 per cent of all kids two to five. Last summer, Bluey ranked number one on DisneyNOW for 17 weeks. The second season of Bluey reached 11 million individuals over the age of two across Disney Channel and Disney Junior.

 In Australia, Bluey is the most watched series ever on ABC iview, with over 480 million plays across series one and two (as per data reports). The series has enjoyed critical success internationally, winning an International Emmy Award in the ‘Preschool’ category in March 2020.