BBC Studios secures global partnership with Hasbro for co-branded ‘Bluey’ products

BBC Studios has sealed a worldwide partnership with Hasbro for co-branded classic games and Play-Doh inspired by Ludo Studio’s Emmy Award-winning animated sensation Bluey, which airs on Disney Junior, Disney Channel and Disney+.

The new range will feature Bluey editions of the board games Monopoly Junior and Trouble as well as Play-Doh and will start rolling out in the U.S. and Canada in April, followed by other territories later in 2022 and 2023.

BBC Studios Americas SVP consumer products and business development Suzy Raia said, “Bluey is a global sensation and we’re delighted to partner with a world-class company like Hasbro to give kids and families exciting new opportunities to extend the fun and imagination-fueled play of the series beyond the screen. Hasbro’s brands are unmatched, and we look forward to a long and successful partnership that will let fans experience the joy and adventures of Bluey in creative new ways.”

Hasbro head of global brands and consumer innovation Kim Boyd said, “We’re thrilled to partner with BBC Studios to bring Bluey-inspired games and Play-Doh products to kids and families. We feel that the Bluey team shares our mission of making the world a better place for all children, fans, and families by helping them create memories that last a lifetime and inspire fans to dream big and imagine new possibilities. Bluey has captured the attention of kids around the world and we’re proud to help the brand grow through consumer products.”

Season three of Bluey debuted in Australia on ABC TV in November 2021 and is set to be released globally on Disney platforms later this year. The series, a runaway hit since its 2019 U.S. debut, was Disney Junior’s #1 rating driver with kids two-to-five last year. It also ranked as the #1 most-watched TV series in the second quarter of 2021 and a top-three show every quarter in 2021.

The series has enjoyed critical success internationally, winning an International Emmy Award in the Preschool category in 2020. Most recently, Bluey has earned four 2021 Kidscreen Awards (Best Animated Series, Best Directing, Best Writing, Best Music), 2021 Rockie Award (Best Animation Program for Pre-school Viewers), and 2021 ARIA Award for Best Children’s Album.