BBC Studios Asia expands Bluey licensing programme

BBC Studios Asia has agreed a new licensing deal with  Medialink Animation International to grow Bluey merchandise across South East Asia. 

The deal brings Medialink Animation International Limited on board for Bluey for the first time in new territories and covers a wide range of Bluey products across key categories. It marks the first time that Bluey products, including apparel and accessories, homeware and local food products, will be launched in the Philippines, Thailand and Indonesia, with expanded product lines in Singapore and Malaysia after their successful core toy launches in 2023.

The Emmy award-winning preschool animation follows Bluey, a loveable, inexhaustible, Blue Heeler dog, who lives with her Mum, Dad and her little sister, Bingo. Bluey uses her limitless energy to play games that unfold in unpredictable and hilarious ways, bringing her family and the whole neighbourhood into her world of fun.

Jointly commissioned by ABC Children’s and BBC Studios Kids & Family, Bluey is produced by multi-Emmy award-winning Ludo Studio in association with Screen Queensland and Screen Australia. Loved by both parents and kids, Bluey is a global ratings hit and the most-watched series ever on ABC iview in Australia. Bluey is available to watch  on Disney+ and CBeebies in Singapore, Malaysia and Indonesia and Disney+ and Disney Hotstar in Thailand and Indonesia.

Sophia Spinelli, VP Brands & Marketing, BBC Studios Asia, says: “We are thrilled to be expanding Bluey products into these key markets across South East Asia. With successful launches under our belt in South Korea, Singapore and Malaysia, it’s fantastic to also give fans in the Philippines, Thailand and Indonesia the opportunity to enjoy Bluey and her wonderful Blue Heeler family beyond the screen. Our Consumer Products and Licensing team has ambitious plans for Bluey and it’s really exciting to see them come to life as we continue to grow and expand the business across the region.”

Noletta Chiu, Managing Director of Medialink Animation International Limited says: “We are incredibly thankful for this opportunity to be the agent for BBC Studios representing Bluey across the South East Asia territories. With our long standing experience in the pre-school space with award- winning character IPs we are confident that we can supercharge the Bluey consumer products licensing portfolio to reach new heights in 2024 and beyond.”